the influence of brand image, customer value and...

126
THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND PRODUCT QUALITY TOWARD PROCESS OF PURCHASE DECISION OF SONY ALPHA MIRRORLESS CAMERA By: Reza Sofie Hidayat 1112081100003 MANAGEMENT DEPARTEMENT INTERNATIONAL CLASS PROGRAM THE FACULTY OF ECONOMICS AND BUSINESS SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY JAKARTA 1440 H/2019

Upload: others

Post on 02-Feb-2020

1 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND

PRODUCT QUALITY TOWARD PROCESS OF PURCHASE DECISION

OF SONY ALPHA MIRRORLESS CAMERA

By:

Reza Sofie Hidayat

1112081100003

MANAGEMENT DEPARTEMENT

INTERNATIONAL CLASS PROGRAM

THE FACULTY OF ECONOMICS AND BUSINESS

SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY

JAKARTA

1440 H/2019

Page 2: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

i

Page 3: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

ii

Page 4: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

iii

Page 5: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

iv

Page 6: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

v

CURICULUM VITAE

A. Personal Data

Nama : Reza Sofie Hidayat

Place & Date of Birth : Bandung, June, 22th 1993

Gender : Male

Religion : Islam

Address : Jl. H.Mawi, RT.04 RW.05 No.1 blok C, Kp. Jati, Parung,

Kab.Bogor

Phone Number : 087770697722

E-mail : [email protected]

B. Education Data

1. Formal Education

1999-2005 : SDIT Darul Muttaqien `

2006-2011 : KMI Pondok Pesantren Darussalam Gontor

2012-2019 : Universitas Islam Negeri Syarif Hidayatullah Jakarta

2. Non-Formal Education

2010 : Koordinator Pramuka Gugus Depan 15089 Pondok

Pesantren Darussalam Gontor.

2011 : Organisasi Pelajar Pondok Modern (OPPM) Pondok

Pesantren Darussalam Gontor.

Page 7: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

vi

ABSTRACT

The purpose of this research is to analyze the influence of brand image,

customer value and product quality toward process of purchase decision of Sony

Alpha Mirrorless camera user in Sony Alpha and NEX User Indonesia Community.

This type of research is quantitative. The data source of this research is the primary

data by sampling Sony Mirrorless camera consumer using purposive sampling with

100 respondents. The method of this research is multiple linear regression. Based

on the results of analysis and discussion of the resulting data which includes the

brand image, customer value and product quality to process of purchase decision

showed that: (1) brand image significantly influence on process of purchase

decision (2) customer value significantly influence on process of purchase decision

(3) product quality significantly influence on process of purchase decision. (4) The

most dominant variable is product quality where beta coefficient value is highest

among other variables of 0.382

Key Words: Consumer Behaviour, Brand Image, Customer Value, Product

Quality, Process of Purchase Decision

Page 8: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

vii

ABSTRAK

Tujuan dari penelitian ini adalah untuk menganalisis dampak citra merek,

nilai kostumer dan kualitas produk terhadap proses keputusan pembelian untuk

produk kamera mirrorless Sony pada Sony Alpha and NEX User Indonesia

Community. Jenis penelitian ini adalah kuantitatif. Sumber data penelitian ini

adalah data primer dengan pengambilan sampel pada konsumen kamera mirrorless

Sony menggunakan purposive sampling dengan 100 responden. Metode penelitian

ini adalah regresi linier berganda. Berdasarkan hasil analisis dan pembahasan data

yang dihasilkan yang meliputi citra merek, nilai konsumen dan kualitas produk

terhadap proses keputusan pembelian untuk membeli produk kamera Sony

mirrorless menunjukan bahwa: (1) citra merek berpengaruh signifikan terhadap

proses keputusan pembelian produk kamera Sony mirrorless secara langsung (2)

nilai kustomer berpengaruh signifikan terhadap proses keputusan pembelian produk

kamera Sony mirrorless secara langsung. (3) kualitas produk berpengaruh

signifikan terhadap proses keputusan pembelian produk kamera Sony mirrorless

secara langsung.

Kata Kunci: Perilaku Konsumen, Citra Merek, Nilai Konsumen, Kualitas

Produk, Proses Keputusan Pembelian

Page 9: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

viii

FOREWORD

Assalamu’alaikum Wr. Wb.

Alhamdulillahirabil’alamin, I would say thanks to ALLAH SWT for all his

gift and bless. Best regards also to prophet Muhammad (PBUH) for being role

model to all moslem in universe. So that I can complete this thesis to attain a

Bachelor of Economy Degree in UIN Syarif Hidayatullah Jakarta.

In the process of drafting and preparation of this thesis author realized that

this thesis is far from perfect, because the perfection only belong to ALLAH SWT,

but with effort, hard work, prayers, and never ending support given by families,

friends and faculty supervisor. I say thanks to the people who have helped me in

the preparation of thesis:

1. Prof. Dr. Amany Burhanuddin Umar Lubis, Lc., MA. as a Rector of UIN

Syarif Hidayatullah Jakarta.

2. Mr. Dr. Amilin, SE., M.Si., Ak., CA., BKP., QIA as Dean of the Faculty of

Economics and Business of UIN Syarif Hidayatullah Jakarta.

3. Mr. Ade Suherlan, SE., MM., MBA. as my supervisor, thank you so much

for your recommendation, advice, time, and knowledge during guiding to

finish my thesis.

4. Mrs. Titi Dewi Warninda, S.E, M.Si, as a Head of Management Studies

Program and Mrs. Ella Patriana, MM, as Secretary of Management Studies.

5. All the Lecturers and Employees of Faculty Economics and Business UIN

Syarif Hidayatullah Jakarta to teach me all of subject about economy and

business.

6. Thank you so much to my beloved mother Ike Kristian Simbar, my father

Hidayat Royani, my sister and brother Aulia Istiana Hidayat and Lingga

Sempana Hidayat, and my big family that always give me support and

prayers that never stop during this time. Thanks for reminding me, helping

me, caring me, and teach me what patient is. Without your prayers and

Page 10: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

ix

support, I am nothing in this world. Thanks for everything. I will always

love you.

7. My International program 2012 friends Fajar, Radit, Faiz, Syafiq, Azka,

Diah, Dita, Eva, Nadila, Hadyan, Zakaria, Mohsen, Odi, Dhiko, Siti and Lia,

especially Novian and Priyo who support, help, and care in my thesis

process. I am going to miss every moment we spent together. Hope we can

achieve our dreams and our friendship will last forever.

8. All of my Senior and Junior in International Program that I have missed the

moment when we spent together at Bank Mini and all the memories when

we were a class mate. May Allah SWT bless be upon you.

Finally, the author expect for any critics and suggestion that could improve

the content of this thesis, the author hopes to that the thought provoking

contributions can give benefit to the reader, hopefully this thesis could be

worthwhile for all of us. Amin

Wassalamu’alaikum Wr. Wb.

Jakarta, June 2019

Reza Sofie Hidayat

Page 11: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

x

LIST OF CONTENTS

COVER

ACCEPTANCE LETTER ............................................................................ i

CERTIFICATION OF THESIS EXAM ..................................................... ii

CERTIFICATION OF COMPREHENSIVE EXAM SHEET ................. iii

SHEET STATEMENT OF AUTHENTICITY SCIENTIFIC WORK .... iv

CURICULUM VITAE .................................................................................. v

ABSTRACT ................................................................................................... vi

ABSTRAK ..................................................................................................... vii

FOREWORD ................................................................................................. viii

LIST OF CONTENT .................................................................................... x

LIST OF TABLE ........................................................................................... xiii

LIST OF FIGURE ........................................................................................ xiv

CHAPTER I INTRODUCTION

A. Background ....................................................................... 1

B. Research Problem............................................................... 11

C. Purpose of Research .......................................................... 11

D. Research Advantages ......................................................... 12

CHAPTER II LITERATURE REVIEW

A. Theoretical Development .................................................. 13

1. Consumer Behavior ..................................................... 13

a. Definition of Consumer Behavior ......................... 13

b. Factors of Consumer Behavior .............................. 14

c. Models of Consumer Behavior ............................. 15

2. Process of Purchase Decision ...................................... 16

a. Definition of Purchase Decision ........................... 16

b. Process of Purchase Decision ............................... 16

3. Brand Image ................................................................. 24

a. Definitions of Brand Image ................................... 24

b. Measurement of Brand Image ............................... 25

4. Customer Value ............................................................ 26

a. Definition of Customer Value ................................ 26

b. Measurement of Customer Value........................... 27

Page 12: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

xi

5. Product Quality ............................................................ 27

a. Definition of Quality ............................................. 27

b. Definition of Product.............................................. 28

c. Classification of Product ........................................ 29

d. Product Quality Definitions ................................... 30

e. Product Attributes .................................................. 30

f. Dimension of Product Quality ............................... 30

B. Previous Research ............................................................. 32

C. Theoretical Framework ..................................................... 35

D. Hypothesis Research ......................................................... 36

CHAPTER III RESEARCH METHODOLOGY

A. Scope of Research ............................................................. 37

B. Determination Sample Method ......................................... 37

1. Population ................................................................... 37

2. Sample ......................................................................... 38

C. Data Collection Technique ................................................ 40

1. Primary Data ............................................................... 40

2. Secondary Data ........................................................... 42

D. Methods of Data Analysis ................................................. 43

1. Validity Test ................................................................ 43

2. Reliability Test ............................................................ 44

E. Classical Assumption Test ................................................ 44

1. Normality Test ............................................................ 44

2. Multicollinearity Test .................................................. 46

3. Heteroskedasticity ....................................................... 48

F. Hypothesis Test ................................................................. 49

1. t – Test (Partial Test) ................................................... 49

2. f – Test (simultaneous Test) ....................................... 50

G. Multiple Linear Regression ............................................... 51

1. Similarity Multiple Linear Regression ........................ 51

2. Coefficient of Determination (Adjusted R2) ................ 52

H. Variable Operational Research ......................................... 52

CHAPTER IV RESEARCH ANALYSIS

A. General Overview Research Object .................................. 55

B. Data Quality Test .............................................................. 56

1. Validity and Reliability Result .................................... 56

a. Try Out Result of Validity Test ............................ 56

b. Try Out Result of Reliability Test ........................ 58

C. Descriptive Respondents .................................................. 59

1. Respondent by Gender ............................................... 59

2. Respondent by Age .................................................... 59

3. Respondent by Working Level ................................... 60

4. Respondent Income per Month .................................. 60

D. Statistic Descriptive .......................................................... 62

Page 13: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

xii

1. Variable Brand Image ............................................... 62

2. Variable Customer Value ........................................... 64

3. Variable Product Quality ........................................... 66

4. Variable Process of Purchase Decision ..................... 68

E. Classical Assumption Test ................................................ 69

1. Normality Test ............................................................ 69

2. Multicollinearity Test .................................................. 72

3. Heteroscedasticity Test ............................................... 73

F. Hypothesis Test Result ...................................................... 75

1. Partial Test (t-test) ....................................................... 75

2. Simultaneous Test (f-test) ........................................... 79

G. Result of Multiple Linear Regression Analysis ................ 80

H. Test Result for Coefficient of Determination (R2) ............. 82

CHAPTER V CONCLUSION AND RECOMMENDATION

A. Conclusions ....................................................................... 83

B. Recommendation ............................................................... 84

REFERENCES .............................................................................................. 86

ATTACHMENT 1 ......................................................................................... 88

ATTACHMENT 2 ......................................................................................... 93

ATTACHMENT 3 ......................................................................................... 107

Page 14: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

xiii

LIST OF TABLE

Table 1.1 Top Brand Award ........................................................................ 8

Table 2.1 Previous Research ......................................................................... 32

Table 3.1 Likert Scale ................................................................................... 42

Table 3.2 Variable Operational Research ..................................................... 53

Table 4.1 Result of Validity Test .................................................................. 56

Table 4.2 Try Out Result of Reliability Test ................................................ 58

Table 4.3 Respondents by Gender ............................................................... 59

Table 4.4 Respondent by Age ....................................................................... 59

Table 4.5 Respondent by Working Level ..................................................... 60

Table 4.6 Respondent Income Per-Month ................................................... 60

Table 4.7 Descriptive of Brand Image Variable (X1) .................................. 62

Table 4.8 Descriptive of Customer Value Variable (X2) ............................ 64

Table 4.9 Descriptive of Product Quality Variable (X3) ............................. 66

Table 4.10 Descriptive of Process of Purchase Decision Variable (Y) ....... 68

Table 4.11 Kolmogorov-Smirnov Test ......................................................... 70

Table 4.12 Result of Multicollinearity Test Coefficients ............................. 72

Table 4.13 Result of t-Test .......................................................................... 75

Table 4.14 Result of Simultaneous f-Test ..................................................... 79

Table 4.15 Result of Multiple Linear Regression Analysis .......................... 80

Table 4.16 Coefficients of Determination Test Results ............................... 82

Page 15: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

xiv

LIST OF FIGURE

Figure 1.1 Total Sold Interchangeable Lens Camera in 2012-2017 ............. 5

Figure 1.2 Total DSLR and Mirrorless Camera Sold in 2013-2017 ............. 6

Figure 2.1 Model of Simple Consumer Behavior ......................................... 15

Figure 2.2 Process of Purchase Decision Steps ............................................ 17

Figure 2.3 evaluation of alternatives and purchasing decisions stages ......... 21

Figure 2.4 Theoritical Framework ................................................................ 35

Figure 4.1 Result of Normality Test ............................................................. 71

Figure 4.2 Result of Heteroscedasticity Test ................................................ 74

Page 16: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

1

CHAPTER I

INTRODUCTION

A. Background

The production of goods and services are now more numerous and various

kinds, which also makes the competition tighter in marketing a product. The

role of marketing is very important in a company. The marketing strategy

cannot be separated from the consumer side, where consumer is a barometer of

success of a products or services. Marketing aims to satisfy consumer needs, in

which consumer needs are dynamic changing with the times. In this case the

company must be aware of the consumer changes.

Along with the increasing competition, marketers are required to conduct

research and implementing marketing strategies to achieve the goal of

marketing. Based on research conducted by the Boston Beer (Kotler, 2016)

found that the success of the ongoing demand for establishing and managing

the marketing department. To achieve success of a company’s product must be

supported by skilled marketing ability and they should continue to improve their

capabilities. Corporate marketers constantly need to create new ideas in order

to improve customer’s expectation and satisfaction of product.

Nowadays in the digital era everybody tend to documented themselves in

the form of picture. The technique that support documentation is photography.

Photography developed continuously year by year. Everyone needs photos from

the moment he was born to death. Everyday events nowadays documented in

Page 17: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

2

the form of picture. In order to capture everyday events easily, someone needs

a camera that have a good quality for a professional use or an easy to carry

camera that can be brought anywhere and everywhere for daily use.

The word photography comes from the Greek and means "light writing",

photo = light, graphy = writing. (Doble, 2014). Photography is an activity or

process of producing an art of drawing / photo through light with a tool called

camera with a specific purpose.

Producing a good or interesting work needs several factors, the most

important factor is lighting, without light or good lighting will be troublesome

to produce a good work, for this reason, the second factor is needed. The second

factor is the photographer, this factor is also important, because without a

photographer the photography process will not occur. Photographers are light

artists. Drawing with light is very different than drawing with a pen. It requires

light sensitive material, optics, dark enclosures and the ability to fix an image

so that it does not fade. Here the photographer will be prosecuted and tested for

his art or creativity to produce a good or interesting photo. The third factor is

camera, without camera the photography process will not occur because

cameras are basic tool in photography activities. The last factor is supporting

factors such as backup lenses, light aids (camera flash lights), reflectors, tripods,

etc.

Camera is the most popular tools in photography activities. This name

derived from camera obscura, Latin for "dark room", the initial mechanism for

projecting a display which a room functions like the way modern photographic

Page 18: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

3

cameras work, except there is no way at that time to record the image's

appearance other than manually following its trace. In the world of

photography, camera is a substitute for forming and recording a portrait image

on a film sheet. In television cameras, the lens system forms images on a light

sensitive plate. This plate will emit electrons to the target plate when exposed

to light. Furthermore, the electron beam is treated electronically.

Digital cameras are devices that record images and store directly or transfer

them to other devices in digital form. The resulting image can be a still images

or moving images such as movies / videos. The following are types of digital

cameras.

Compact Digital Camera or commonly called a pocket camera because of

its compact shape and can be put into the pocket. This camera sometimes called

point and shoot camera because of its practicality where we only aim and take

pictures that we want without complicated manual settings.

Pocket cameras are usually easy to use and inexpensive. Suitable for

beginners and brought when traveling and for daily needs who want to have a

better camera than a smartphone camera.

Bridge camera or advanced Compact camera, this type of camera has higher

level than pocket cameras. The difference with a pocket camera is that Bridge

camera is not full automatic, users can manually set their exposure / This bridge

camera lens cannot be replaced like a DSLR camera. Usually the shape and size

are bigger than pocket cameras. Examples of these types of cameras are Fujifilm

Finepix S4600, Canon PowerShot G15 etc.

Page 19: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

4

DSLR stands for Digital Single Lens Reflex. This camera is larger than a

pocket camera. With settings that we can choose automatically or full manually,

we have more freedom to adjust camera setting while taking pictures. The most

striking difference with pocket cameras is the size of the image sensor. DSLRs

have a larger image sensor size so that they will make the better image. While

there are several types of DSLR cameras, such as Consumer Level DSLRs that

are commonly used by consumers, Semi Pro DSLRs, and Professional DSLRs

(images produced 40 - 80 MP).

Mirrorless Camera (Mirrorless interchangeable lens camera) does not have

a (mirror), that is the difference with DSLR cameras. The mirror system in

DSLR cameras used for the optical viewfinder. So that mirrorless cameras don't

have that feature. This camera only relies on a digital viewfinder (LCD / LED

screen) to find out the object we are aiming at. That is what causes this

mirrorless camera to be smaller than a DSLR. In addition, this camera lens can

be replaced. This camera settings like a DSLR that can be set full manually or

automatically. The quality of photos produced is the same as DSLRs. An

example of a mirroless camera are Sony alpha 6500, Lumix GH-85, Fujifilm

XT-20, etc.

Two decades ago, DSLRs were introduced to replace film cameras. With

only a few megapixels, very short battery life, and an overall low quality, it was

only natural that most photographers were very skeptical at first. It took a few

generations until digital cameras were fully accepted and analog photography

was left to the enthusiasts rather than the professionals. (petapixel.com, 2018).

Page 20: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

5

Figure 1.1

Total Sold Interchangeable Lens Camera in 2012-2017

Source: cipa.jp, 2018

Digital camera trends is now at the decline period sales as chart 1.1 show.

Total number of interchangeable lens cameras sold was almost halved from

2012 to 2017. Digital cameras have begun to experience a decline due to the

proliferation and improved quality of smartphone cameras (petapixel.com,

2018).

In recent years, we have already seen a sharp turn in the status of DSLRs.

Mirrorless cameras and smartphones have become more popular for the average

consumer even for professional photographers, there are more and more

alternatives to old-school DSLRs.

The days of huge profits for camera manufacturers in the traditional

consumer camera space is over but as companies adapt to this new reality the

future still looks bright for the professional and high-end markets

20200000

17100000

13800000 1300000011600000 11500000

0

5000000

10000000

15000000

20000000

25000000

2012 2013 2014 2015 2016 2017

Un

it s

hip

pp

ed

Year

Worldwide Shipment

Page 21: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

6

(digitaltrends.com, 2018). These are the comparison data for DSLR and

mirrorless camera from 2013 to 2017 based on Camera and Imaging Product

Association (CIPA) data:

Figure 1.2

Total DSLR and Mirrorless Camera Sold in 2013-2017

Source: cipa.jp, 2018

Based on phenomenon that the use of mirrorless camera still increasing

across the year, many company issued mirrorless camera such as Panasonic,

Fujifilm, Olympus, Canon, Samsung, Nikon, Kodak, Casio and others. Sony is

one of the flagships of mirorless camera producer that competing in Mirorless

camera scope.

From many mirorless camera producer, each of producer have their own

market. Consumer tend to have their own criteria for choosing what kind of

mirorless camera that they want to purchase. According to Ma'ruf (2005) the

purchase decision is not an end in the purchase, but continue until the purchase

13.8

10.59.7

8.57.5

3.3 3.3 3.3 3.14

0

2

4

6

8

10

12

14

2013 2014 2015 2016 2017

Worldwide shipment

DSLR (Million unit shipped) Mirrorless (Million unit shipped)

Page 22: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

7

becomes an experience for the consumer to use the product purchased, the

experience will be considered for purchase decisions in the future. One of

several way to achieve the company's goal is to find out what the needs and

desires of consumers or target market, and give the satisfaction expected by the

consumer.

In this case the marketing strategy is very important. Meanwhile,

according to Kotler and Keller (2016), “the buying process starts long before

the actual purchase and has consequences long afterward. Some consumers

passively shop and may decide to make a purchase from unsolicited information

that they encounter in the normal course of event”. The consumers typically

passes through five stages before buying decision process, namely, problem

recognition, information search, evaluation of alternatives, purchase decision,

post purchase behavior (Kotler and Keller, 2016). Recognizing this fact,

marketers must develop activities and programs that reach consumers at all

decision stages.

One of the mirorless camera producer that has a lot of interest around

Indonesian consumer is PT. Sony Indonesia with Sony Alpha mirorless series

as its brand. PT Sony Indonesia, as a sales and marketing company authorized

by Sony Corporation which was established on September 1, 1995 has carried

out marketing, sales activities and reliable services for the best after-sales of

Sony products throughout Indonesia. The goal of PT Sony Indonesia is to

continually serve consumers and improve lifestyle in Indonesia through its

products and technology.

Page 23: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

8

Digital camera products from Sony are quite famous in Indonesian

market. According to Top Brand Award Indonesia 2014-2018 Sony digital

camera occupied the second place after Canon digital camera in five

consecutive years.

Table 1.1

Top Brand Award 2015 – 2018 (Digital Camera Category)

Brand

Top Brand Index

2014 2015 2016 2017 2018

Canon 38.6% 42.4% 45.2% 44.4% 41.3%

Sony 28.7% 18.5% 27.9% 27.4% 14.8%

Samsung 8.1% 8.5% 5.6% 6.8% -

Nikon 6.9% 9.3% 8.6% 7.8% 7.1%

Source: www.topbrand-award.com

From the table above it can be seen that Sony occupied second place in

competition with Canon. And there is a large decline in 2014 to 2015 as much

as 10.2% and in 2107 to 2018 as much as 12.6%, although there was a decline

in 2015 and 2018 Sony still hold its 2nd position camera digital categoy.

Sony has many advantages in the electronic and digital bussiness,

especially in digital camera field. Sony as a manufacturer of electronic goods

has various types of business fields such as business entertainment, TV and

video, audio, music, etc. (sony.net, 2019). Sony also produces image sensors

that are used by other camera manufacturers such as Canon, Nikon, Pentax, and

Samsung as camera sensors in their products. Sony is the market leader with a

Page 24: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

9

27% market share of digital image sensors manufacturer (businesswire.com,

2019), this statement become the advantage of sony marketing to build a strong

image of Sony brand.

Mavica is the first digital camera from Sony appeared in 1988, which

Canon left 2 years of its digital camera product technology named RC-701,

recent years Sony and Canon launched the mirorless interchangeable-lens

camera (MILC) system as we known as mirrorless camera. Sony introduced

NEX-5 as it first mirrorless camera and predicted as World's smallest and

lightest interchangeable lens digital camera in 2010 (sony.net, 2018), rather than

canon mirrorless camera product with EOS M that introduced 2 years later after

sony. The history of those digital camera proved that Sony more advanced in

digital camera technology and the pioneer of the mirrorless camera that builds

brand images in the customer mind.

The American Marketing Association defines a brand as “A name, term,

design, symbol, or any other feature that identifies one seller’s good or service

as distinct from those of other sellers. The legal term for brand is trademark. A

brand may identify one item, a family of items, or all items of that seller. If used

for the firm as a whole, the preferred term is trade name.” (ama.org, 2018).

According to Hasan (2013), brand image is a set of tangible and intangible

nature, such as ideas, beliefs, values, interests and features that make it unique.

According to him, visually and collectively, a brand image should represent all

internal and external characteristics that can affect how a brand is perceived by

the target market or customers.

Page 25: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

10

Top Brand Index (TBI) is calculated based on the measurement of three

parameters derived from the survey results directly to the customer a product /

service of various brands in a particular category. The first parameter is top of

mind brand awareness (TOM BA), which is an indicator of the extent to which

a particular brand strength to master the minds of customers (mind share). The

second parameter is the last usage (LU), which is a brand that respondents use

the current / last time (market share). The third is a future intention (FI), which

is an indicator of respondents' loyalty to the brand product / service you want

used consumed in the future (frontier.co.id, 2018).

A further factor that affect the process of purchase decision is how the

company gives the value to their customer. According to (Tjiptono 2014)

Customer Value is based on the perspective of the customer of the organization

concerned, taking into account what they want and believe that they get from

the puchase and use of certain product.

To fulfill their needs, someone will choose a product that can provide the

highest satisfaction. particularly, the factors that create high satisfaction for

each person will vary, but in general the factor is the quality of the product itself.

Product quality has a direct impact on product performance, therefore quality

related to the value and purchasing decisions of consumers. Quality means the

product's ability to carry out its functions including durability, reliability,

accuracy, ease of use and repair (Tjiptono, 2008:25)

Page 26: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

11

Based on the background above, researcher interested to do a research

with the title “THE INFLUENCE OF BRAND IMAGE, CUSTOMER

VALUE AND PRODUCT QUALITY TOWARD PROCESS OF

PURCHASE DECISION OF SONY ALPHA MIRRORLESS CAMERA”.

B. Research Problem

Based on the background that the author has described, the formulations of

the problem are:

1. Does brand image significantly influence towards customer process of

purchase decision on Sony Mirrorless Camera?

2. Does customer value significantly influence towards customer process of

purchase decision on Sony Mirrorless Camera?

3. Does product quality significantly influence towards customer process of

purchase decision on Sony Mirrorless Camera?

4. Do brand image, customer value, and product quality significantly and

simultaneously influence towards process of purchase decision on Sony

Mirrorless Camera?

C. Purpose of Research

Based on the questions above, the purposes of this research are:

1. To analyze the influence of brand image towards process of purchase

decision on Sony Mirrorless Camera.

2. To analyze the influence of customer value towards process of purchase

decision on Sony Mirrorless Camera.

Page 27: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

12

3. To analyze the influence of product quality towards process of purchase

decision on Sony Mirrorless Camera.

4. To analyze the influence of brand image, customer value and product

quality simultaneously towards process of purchase decision on Sony

Mirrorless Camera.

D. Research Advantages

1. For the author, this research can improve the author’s knowledge and this

topic can always be used in every kind of business. This research is also

done in order to graduate as a Bachelor of Economics of Syarif Hidyatullah

Islamic State University Jakarta.

2. For company, the result of this research can be considered to improve the

strategy of PT. Sony Indonesia because the results are based from process

of purchase decision.

3. For Syarif Hidayatullah University (UIN) Jakarta, the research can also be

used for other students in order to help the students to finish their thesis.

4. For reader and Another Research, hopefully this research can be a basic

reference for further research.

Page 28: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

13

CHAPTER II

LITERATURE REVIEW

A. Theoritical Development

1. Consumer Behavior

a. Definition of Consumer Behavior

Sunyoto (2012) Consumer behavior can be defined as individual

activities directly involved in obtaining and using goods or services

including decision-making process in preparation for the determination

of these activities. Consumer behavior has special interests for people

who for various reasons aspire to influence or change that behavior,

including those whose primary interest is marketing. It is not surprising

that this study of consumer behavior has major roots in economics even

more so in marketing.

Kotler and Keller (2016), Consumer behavior is the study of how

individuals, groups and organizations choose, buy, use and place goods,

services, ideas or experiences to satisfy their wants and needs.

Meanwhile, according to Schiffman and Kanuk (2008), Consumer

behavior describes the way individuals make decisions to utilize their

available resources (time, money, effort) to buy goods related to

consumption. According to Engel et al in Sopiah and Sangadji (2013),

consumer behavior is an act directly involved in the acquisition,

consumption and depletion of a product or service, including the process

that precedes and follows the action. Meanwhile, according to Hasan

Page 29: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

14

(2013), consumer behavior is a study process involved when individuals

or groups choose, buy, use, or manage products, services, ideas or

experiences to satisfy the needs and desires of consumers.

Peter and Olson (2013), consumer behavior as the dynamics of the

interaction between influence and awareness, behavior, and the

environment in which humans exchanged aspects of life. Meanwhile,

according to Engel in Fadila and Ridho (2013), consumer behavior is a

direct action involved in obtaining, consuming and depleting products /

services, including the process that precedes and follows this action.

From the understanding of consumer behavior above can be concluded

that consumer behavior is the action that consumers do in order to

achieve and meet their needs either to use, consume, or spend goods and

services, including the process of decisions that precede and that follow.

b. Factors of Consumer Behavior

Factors of Consumer Behavior according to Kotler (2016) consists of:

1) Cultural Factors

Cultural factors have broad and deep influence on consumer

behavior. Cultural factors consist of: culture, subculture, social

class.

2) Social Factors

In addition to cultural factors, a consumer's behavior is influenced

by social factors such as reference groups, family and social status.

Page 30: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

15

3) Personal Factors

Personal factors that contribute to consumer behavior consist of: age

and stage of life cycle, occupation and economic environment,

lifestyle, personality and self-concept.

4) Psychological Factors

The choice of purchasing a person is influenced by four main

psychological factors namely motivation, perception, learning, and

belief and establishment.

c. Models of Consumer Behavior

Figure 2.1

Models of Simple Consumer Behavior

(Source: Sopiah and Sangadji, 2013)

Picture 2.1 shows two dimensions in a simple consumer behavior

model:

1) Marketing Stimuli: The stimulus that run by producers or marketers,

can be a mix strategy marketing (product, price, place and

promotion) and other stimulus in the form of economic condition,

politics, technology and culture designed by marketers to influence

Page 31: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

16

and motivate the behavior of consumers so they wanted to purchase

the product.

2) Target audience response to marketing designed by the company.

Marketing stimulus can be a marketing strategy and method

developed by the manufacturer or marketer to market the product.

With the stimulus is expected consumers are interested to buy the

product and feel satisfied.

2. Process of Purchase Decision

a. Definition of process of Purchase Decision

According to Kotler and Armstrong (2003), the purchase decision

is a step in the buyer's decision process in which consumers actually buy.

Decision-making is an activity of individuals who are directly involved

in obtaining and using the goods offered.

b. Process of Purchase Decision

According to Kotler and Keller (2016), to be at the purchase

stage, there are steps in the purchase process with a stage. The decision

making process includes a series of steps include: problem recognition,

information search, evaluation of alternatives, purchase decision and

post-purchase behavior. The process can be described as follows:

Page 32: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

17

Figure 2.2

Process of Purchase Decision Steps

Source: Kotler and Keller (2016)

1) Determine the problem

A process where the buyer recognizes a problem or need arising

from the stimulation of internal or external stimuli.

2) Searching the information

Consumers who are interested in a product will look for

information about the product. If a strong impulse consumers and

products that can satisfy within range, consumers are likely to buy it.

Consumer information sources are classified into four groups, such

as:

a) Private sources, is family, friends, neighbors and acquaintances.

b) Commercial sources, is advertising, sales representatives and

distributors.

c) Public sources, is mass media and organizational determinants of

consumer ratings.

d) Sources experience, namely the handling, assessment and use of

the product.

Determine

the problem

Searching

the

information

Alternative

evaluation

Purchase

decision

Post-

purchase

decision

Page 33: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

18

3) Alternative evaluation

According to Keller (2016), the consumer brand competitive

process information and make a final judgment. There is no simple

single evaluation process used by all consumers or by the consumer

in all buying situations. There are several evaluation process

decisions, and the latest models that looked at the evaluation

process-oriented consumer as a cognitive process. That are the

model assumes consumers form judgments on a product with very

conscious and rational.

Some basic concepts will help us understand consumer

evaluation processes are:

a) Consumers trying to make ends meet.

b) Consumers looking for certain benefits from the product solution.

c) Consumers looked at each product as a set of attributes with

different capabilities in delivering the benefits are used to satisfy

the needs.

The consumer will pay great attention to the attributes that

provide the benefits sought. Market certain products often can be

segmented based on attributes that stand out for different consumer

groups.

Page 34: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

19

a) Beliefs and attitudes.

Evaluations often reflect the beliefs and attitudes. Through

acting and learning, people gain confidence and attitude. Both

later affect their buying behavior.

Belief is the image of thought espoused someone about some

picture. Consumer confidence about the product or brand affects

their purchasing decisions. Equally important is the attitude with

confidence.

Attitude is the evaluation, emotions and action tendencies

favorable or unfavorable, and last a long time in a person to a

particular object or idea.

b) Hope values model.

Consumers are finally taking an attitude (decision,

preference) of various brands through the evaluation procedure.

They developed a set of beliefs about the place of each brand

stands on each attribute. Model expectation value on the

formation of attitudes revealed that consumers evaluate products

and services by combining their brand beliefs (positive or

negative) according to their needs.

4) Purchase decision

According to Kotler and Keller (2016), in the evaluation phase,

consumers formed a preference for brands in the choice set.

Consumers also can form the intention to buy the most preferred

Page 35: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

20

brand. In carrying out the purpose of the purchase, the consumer can

take five sub-decisions: first thing is brand (brand 'A'), the dealer

(dealer '2'), the third is quantity (a computer), the fourth is time

(weekend), and the fifth is payment method (credit card). In

purchasing daily use products, smaller decisions and liberty also

become smaller.

In some cases, consumers can make a decision to not formally

evaluate each brand. In other cases, the factors that can intervene to

influence the final decision:

a) Models of consumer choice which non-compensation.

Model expectation value is a compensation model where

things are considered good in a product can help overcome other

things that feel bad. However, consumers may not want to spend

so much time and energy to assessing brands. With a model of

non-compensated on consumer choice, consideration of positive

and negative attributes do not need to be filtered. Evaluating more

attributes in making decisions becomes easier for a consumer, but

also increase the likelihood of people to make different choices if

they is more liberal face greater details. Here we highlight three

legacies of these options are:

1) In the conjunctive experience, consumers establish a

minimum acceptable level for each attribute and choose the

Page 36: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

21

first alternative that meets the minimum standards for an

attribute.

2) In lecsicography experience, consumers choose the best

brands based on the perceived attributes are most important.

3) In the experience of elimination by aspects, consumers

compare the brand on an attribute that is selected having

regard to the level of probability (where the probability of

selecting an attribute that is positively related to its

importance) and the brand is eliminated if it does not meet

the minimum acceptable level.

b) Interfere factors

Although consumers form brand evaluation, there are several

factors that can be in between purchase intention and purchase

decisions are illustrated in Figure 2.3.

Figure 2.3

Stages of the evaluation of alternatives and purchasing decisions

Source: Kotler (2016)

Alternative

Evaluation

Consumer

Buying

intention Situational

factor that

Consumer can

not anticipate

Consumer

Attitude

Consumer

Buying

Behavior

Page 37: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

22

The first factor is the attitude of others. The extent to which

the attitude of others reduces one's preferred alternative will

depend on two things:

1) The intensity of the negative attitudes of others towards

alternative preferred by consumers.

2) Consumer motivation to obey the wishes of others.

The more intense the negative attitudes of others and closer

to the other person with the consumer, consumers will

increasingly change their purchase intention.

The second factor is the factor of unanticipated situations that

may arise and change purchase intention. The consumer's

decision to modify, delay, or avoid buying decision is strongly

influenced by the risk.

There are several types of risk that can be felt by consumers

in purchase and consuming the product, as follow:

1. The functional risk, products not performing as expected

and the product not worth to the price that paid.

2. The physical risk, the product poses a threat to the welfare

or physical health from users or others.

3. The social risks, product cause embarrassment to others.

4. The psychological risk, products affect the mental welfare

of the user.

Page 38: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

23

5. The time risk, failure of product resulting in an opportunity

cost because finds another satisfactory product.

5) Post-purchase decision

According to Keller (2016), after making a purchase of a

product, the consumer will experience a certain level of satisfaction or

dissatisfaction. Marketers must monitor the satisfaction of post-

purchase, post-purchase action, and post-purchase product usage.

According to Kotler and Keller (2016), there are five people

who play a role in purchasing decisions:

a) Spark.

The man who first proposed the idea to buy the product.

b) Influencer.

People who affect consumer decision by their perspective and

suggestion.

c) The Decision Maker.

People who make decisions about each component of the

purchase decision, whether to buy, do not buy, how to buy and

where to buy.

d) Buyers.

The person doing the actual purchase.

e) Users.

A person who consumes or uses goods or services products.

Page 39: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

24

3. Brand Image

a. Definition of Brand Image

Brand image is the consumer perception about a brand, which is

reflected by the brand associations that are in the minds of consumers.

In other words, the brand association is another information node

connected to the brand node in memory and contains a brand means to

consumers. Associations come in all shapes and may reflect the

characteristics of the product or aspects independent of the product.

(Keller, 2016).

Brand was an important attributes from some product. Moreover,

brand was an identity to differentiate company’s product with another

product. In this case, definition of brand image has different explanation

from several expert, but all of them have a similar understanding

between each other. Here are some definitions of brand image that

author quotes from several experts.

Brand Image is a set of brand associations are formed and embedded

in the minds of consumers. Consumers are accustomed to using certain

brands tend to have the consistency of the brand image. Brand image are

perceptions and beliefs made by consumers, as reflected associate in

consumer memory (Kotler, 2003).

According to Keller (2013) brand is a name, term, sign, symbol, or

design, or a combination of them, intended to identify the goods and

Page 40: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

25

services of one seller or group of sellers and to differentiate them from

those competition.

From the definition above brand image that have been explained by

expert, the author can make conclusion that brand image is the identity

of company in order to make the customer know the differentiation

between another companies.

b. Measurement of Brand Image

According to Keller (2013) defined the measurement of brand

image can conducted based on the aspects of a brand, namely:

1) Strength

The more Individual thinks about product information and

connect it with the existing brand knowledge, the stronger the brand

association would be generated. Factors affeting outcome of this

area a marketing communication program that was created to foster

the image of the brand in the minds of audiences and a consistent

marketing communications program at a time and all the time.

2) Favorability

Associations that are beneficial to the brand are associations that

consumer desired, such as the form of comfort, reliable products,

messages can be delivered by a product or marketing

communications programs that supports. Favorable lead to the

ability of the brand to be easily remembered by consumers.

Favorable is the associations that can be expected by the target

Page 41: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

26

audience and successfully delivered by a product through marketing

communications program that supports the product.

3) Uniqueness

The core of this association is the brand must have a sustainable

advantage or have a unique selling proposition to give reasons why

consumers should buy it. Uniqueness aspects depends on two

factors presented by the marketing communications program or

balancing when compared to other product brand associations and

extent of marketing communications programs have an element of

difference when compared to other product brand associations.

A brand should have the advantage of being a reason for

consumers to choose a particular brand. The uniqueness of brand

associations can be based on product attributes, product

functionality or image that consumers enjoyed.

4. Customer Value

a. Definition of Customer Value

According to (Tjiptono 2014) Customer Value is based on the

perspective of the customer of the organization concerned, taking into

account what they want and believe that they get from the puchase and

use of certain product.

According to Butz and Goodstein (in Tjiptono 2014), states that

customer value is an emotional bond that exists between the customer

Page 42: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

27

and the producer after the customer and the producer after the customer

uses the product or service produced by the supplier and finds that

product concerned provides added value.

b. Measurement of Customer Value

According to Brock and Colgate (2007) there are four types of

values with important aspects of their respective dimensions, namely:

a. Functional Value

Focusing on the appropriateness of performance in the form of

efficiency and suitability of performance with expectations.

b. Experimental values

Companies compete by making products that are creating

appropriate emotions, conceerned with the extent which a product

creates appropriate experience such as enjoyment and interesting.

c. Symbolic/Expressive Value

These four indicators of value are self-satisfaction, personal

meaning, self identity and social status.

d. Cost/Sacrifice Value

Consumer energy for the purchase and consumption process in

the form of time and effort are aspects that are considered.

5. Product Quality

a. Definition of Quality

Kotler and Keller (2009) stated quality is the totality of features and

characteristics of the products or services that depend on its ability to

Page 43: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

28

satisfy stated or implied needs. This is clearly a customercentered

definition. Companies that satisfy most of the needs of its customers all

the time referred to qualified companies.

b. Definition of Product

According to Kotler (2000) the product is anything that can be

offered to the market to be considered, owned, used, which can satisfy

the desires or needs. Like in Buchari (2007) also states that the product

is anything that can be offered in the market, to satisfy the needs and

desires of consumers. The products consist of goods, services,

experiences, events, people, places, ownership, organization,

information, and ideas. The products have a broad understanding of all

things that are offered, owned, used, or consumed so as to satisfy the

desires and needs shall include physical, services, people, places,

organizations and ideas Kotler (2002). Furthermore, the product is

further described by Lamb, Charles et. Al (2001) Product is defined as

everything whether favorable or not obtained by a person through the

exchange. This is further strengthened by the statement Amstrong and

Kotler (2004) states that the product is all that can be offered to a market

for attention, owned, used, or consumed which can satisfy the desires or

needs of the wearer.

Page 44: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

29

c. Classification of product

According to Kotler and Armstrong (2004) showed that based on

consumers who use, products and services can be divided into two

categories: consumer products and industrial products.

1) Consumer Products

Consumer products are products purchased by final consumers

for consumption personally. The division is convenience product,

shopping product, speciality product, unsought product.

2) Industrial Products

Industrial products are products purchased for the purpose of

further processing or used to run a business. Three categories of

products and services are raw materials and spare parts, capital

goods, services and equipment. raw materials and spare parts and

materials include raw materials and spare parts factory. Raw

materials consist of agricultural products (wheat, cotton, fruits, and

vegetables) and natural products (fish,timber, crude oil, iron ore).

Materials and spare parts manufactured consists of component

materials (iron, cement, cable) and spare parts kompenen (small

motors, tires) is the capital goods industry product which helps the

production or operation of the buyer, which includes the installation

of equipment and accessories.The last group is the product industry

supplies (supplies) and services. equipment include operating

supplies (lubricants, coal, paper, pencil).

Page 45: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

30

d. Product Quality Definitions

The product quality according to Kotler and Armstrong (2006:225)

is the ability of a product to perform its functions which include

durability, reliability, accuracy of the resulting, ease of operation and

improved also useful values of other attributes as a whole. To achieve the

desired product quality, we need a standardizatio of quality. This method

is intended to ensure that the products meet the established standards so

that consumers will not lose confidence in the product concerned.

Marketers who do not pay attention to the quality of the products offered

will bear no loyal consumers that their product sales will tend to decline.

If marketers pay attention to quality, even reinforced by advertising and

reasonable price, the consumer would not think long to make purchases

of products.

e. Products Attributes

Development of products and services requires defining the benefits

that will be offered. Benefits are then communicated and delivered by

product attributes such as quality, features, style and design.

f. Dimension of Product Quality

Dimensions of the product quality according to Tjiptono an Chandra

(2011) argues, that the quality of the product has several dimensions,

among others:

Page 46: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

31

1) Performance

It is the main operation’s characteristic of the core product that is

bought. For instance: speed, comfort, and easiness.

2) Feature

It refers to characteristics that supplement the product’s basic

performance.

3) Reliability

It is little possibility of experiencing damage or failed to be used

and it happens to the product that has been bought.

4) Conformance to Specifications

It is how far the characteristics of design and operation fulfill the

standards that have been previously determined.

5) Durability

It relates to the measure of the product’s expected operating life.

6) Serviceability

It encompasses speed, competence, comfort, easiness to be

repaired, and complaint handling that satisfy consumers.

7) Asthetics

It is product appeal towards the five senses. For instance: good

field, fancy office, colors, artistic design.

8) Perceived Quality

It refers to image and reputation of the product along and the

corporate responsibility towards product. Normally, due to lack

Page 47: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

32

of buyer’s knowledge towards attributes or features of product

that will be bought, then buyers perceive quality of product based

on the aspects of price, brand name, advertising, the company’s

reputation, and origin countries of manufacturers.

B. Previous Research

Table 2.1 below shows the previous research that has been

conducted by some of the researchers. The results can be stated, as follows:

Table 2.1

Previous Research

NO Author

(year)

Research Title Variable Result Of Research

1 Fransisca

Paramitas

ari Musay

(2013)

The Influence of

Brand Image

Towards Purchase

Decision

(Survey at KFC

Kawi Malang

Consumer)

Brand

image and

purchase

decision

Result of research show

that X1 (Company

Image), X2 (User

Image), and X3 (Product

Image) positively have

an influence on the Y

variable (Purchase

Decision).

2 Amron

Amron

(2018)

The Influence of

Brand Image, Brand

Trust, Product

Quality, and Price on

the Consumer’s

Buying

Decision of MPV

Cars

Brand

Image,

Brand

Trust,

Product

Quality,

Price,

Buying

Decision

Result of research show

that X1 (Brand Imge),

X2 (Brand Trust), X3

(Product Quality), X4

(Price) positively

influence on Y Variable

(Buying Decision)

Page 48: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

33

3 Rizza

Anggita

& Hapzi

Ali

(2017)

The Influence of

Product Quality,

Service Quality and

Price to Purchase

Decision of SGM

Bunda Milk (Study

on PT. Sarihusada

Generasi Mahardika

Region Jakarta,

South Tangerang

District)

Product

quality,

Service

Quality,

Price,

Purchase

Decision.

Result of research show

that X1 (Product

Quality), X2 (service

quality), and X3 (price)

positively influence Y

(Purchase Decision)

variable

4 Nikita

Prisilia

Gunadi

(2015)

the influence of

product quality and

consumer perception

to purchase decision

on canon dslr camera

in manado

product

quality,

consumer

perception,

and

purchase

decision

Result of research show

that X1 (Product

Quality) and X2

(Consumer Perceptions)

positively influence Y

(purchase decision)

variable

5 Sarabia-

Sánchez

and

Ostrovska

ya (2012)

Consumer values

and the tendency to

use the brand name

in purchase

decisions:

A comparison

between spain and

russia

Consumer

Values,

Brand

Name,

Purchse

Decision

The research result

concluded that X1

(Consumer Values) and

X2 (Brand Name)

Positively influence

variable Y (Purchase

Decision).

6 Bob

Foster

(2016)

Impact of Brand

Image on Purchasing

Decision on Mineral

Water Product

“Amidis”

(Case Study on

Bintang Trading

Company)

Brand

Image,

Purchasing

Decision

The research result show

that Brand image

variable (X1) positively

influence Purchasing

decision variable (Y)

7 Dian Eka

& Yulia

Hamdaini

(2017)

Influence of

customer Value on

Purchase Decision

through Beauty

Blogger on Youtube

(Study on Local

Customer

Value,

Purchase

Decision

Result of research show

that customer value

variable (X) does have a

positive effect on

Purchase Decision

Variable (Y)

Page 49: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

34

Brand Cosmetics

Customers in South

Sumatra)

8 Gina

Anggina

&Rini

Andari

(2015)

The Effect Of

Customer Value On

Decisions Using

Meeting Package In

Golden Flower Hotel

Bandung

(survey on business

guests at golden

flower hotel

bandung)

Customer

Value,

Decision

Meeting

Using

Package

The research results

show that customer

value (X) had a positive

and significant effect on

decisions using a

meeting package.(Y)

Page 50: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

35

C. Theoretical Framework

The framework used in this study systematically and simply described as

follows:

Figure 2.4

Theoretical Framework

Try-out Test:

1. Validity Test

2. Reliability Test

Classical Assumption Test:

1. Normality Test

2. Multicollinearity Test

3. Heteroscedasticity Test

Multiple Linear Regression

Hypothesis Test:

1. Partial Test (t-test)

2. Simultaneous Test (F-test)

3. Determinant Coefficient

(Adjusted R2)

Process of Purchase Decision (Y)

Interpretation

Brand Image (X1)

Costumer Value (X2)

Product Quality (X3)

Multiple Linear Regression Model

Page 51: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

36

D. Hypothesis Research

Based on the formulation of the problem, the purpose of research and

theoretical basis, it can be put forward a hypothesis that still require testing to

prove the truth, i.e.:

1. Ho: β1 = 0; there is no influence between brand image against process of

purchase decision.

Ha: β1 ≠ 0; there is influence between brand image against process of

purchase decision.

2. Ho: β2 = 0; there is no influence between customer value against process of

purchase decision.

Ha: β2 ≠ 0; there is influence between customer value against process of

purchase decision.

3. Ho: β3 = 0; there is no influence between product quality against process of

purchase decision.

Ha: β3 ≠ 0 there is influence between product quality against process of

purchase decision.

4. Ho: β1, 2, 3, 4 = 0; there is no simultaneously influence between brand image,

customer value and product quality against process of purchase decision.

Ha: β1, 2, 3, 4 ≠ 0; there is simultaneously influence between brand image,

customer value and product quality against process of purchase decision.

Page 52: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

37

CHAPTER III

RESEARCH METHODOLOGY

A. Scope of Research

This research was conducted to analyze limitation of study location that

only Sony mirrorless camera users in the Sony Facebook group alpha and

NEX User Indonesia. The study began on January 9, 2019. The research

population are consumers who use products from Sony Mirrorless camera

brand.

This research aims to analyze regarding how much influence Brand

Image (X1), Customer Value (X2), and Product Quality (X3) toward Process

of Purchase Decision (Y) as variables in the research. The object of this

research are obviously people who use Sony alpha camera in Sony Alpha

and NEX User Indonesia group .

B. Method of Sampling

1. Population

Population is the generalization, which consists of object and subject of

a certain quantity and characteristics applied by researchers to learn and

then drawn the conclusion (Sugiono, 2015). In this research the

population is defined as the Sony Alpha camera user of Sony Alpha and

NEX User Indonesia group member that will be used for research.

Page 53: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

38

2. Sample

Sample is a part of number and characteristics that is taken and

analyzed to prove characteristic of population owned by certain

population. According to Sugiyono (2015) A sample is a member of the

selected population using a specific procedure that is expected to

represent its population.

The sample in this research are the customers who buy Sony

mirrorless camera at Sony Alpha camera user from Sony Alpha and NEX

User Indonesia group . In this research, researchers used a method of

Purposive sampling. Purposive sampling is the population elements are

purposively selected based on the judgment of the researcher. The

researcher, exercising judgment or expertise, chooses the elements to be

included in the sample, because researcher believes that they are

representative of interest or are otherwise appropriate (Malhotra 2009).

Sampling based on the consideration that the respondents used Sony

Alpha camera. Sample will be selected by the authors as a source of data

required for this research are Sony Alpha camera user from Sony Alpha

and NEX User Indonesia group who are between 18-65 years old. In the

development of these study 100 questionnaires has been distributed to

Sony Alpha mirrorless camera user from Sony Alpha and NEX User

Indonesia group .

Due to the number of population is not known for sure to know the size

of the sample that is using a convenience sampling technique. Based

Page 54: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

39

on this, researchers select to filter the existing questionnaires, if these

people are known. For example, used the sample to estimate the mean

value, If used to estimate μ, we can (1-α)% confident that the error does

not exceed a certain value е when the sample size of N,

Where:

(Riduwan and Kuncoro, 2013)

Information:

𝑛 = Number of samples

Zα = Size trust level with α = 0,05 (confidence level 95% means

𝑍1

2. 95% = 𝑍. 0,475 Found in table 1,96)

𝜎 = Standard deviation

𝑒 = Standart error that can be tolerated (5% = 0,05)

By calculation:

n =

From the calculation results, the samples obtained in the amount of

96.04 to make it easier then rounded to 100 respondents. So this study

will use 100 respondents for the research sample.

Page 55: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

40

C. Types and Collecting Data Method

Data processing techniques are ways that can be used by researchers to

collect data. In this study, researchers will gather data could be a source of

primary and secondary sources:

1. Primary Data

Data used in this study are primary data. Primary data is the data obtained

directly from the first source. Data collection is done by:

a. Interview method

Interview method is a method of data collection with a question and

answer directly to the respondents to obtain more accurate data

respecting with issues to be discussed.

b. Questionnaire method

Questionnaire method is a method to obtain data that is done by

providing a list of questions that will be filled by respondents

including questions about the variable brand image, customer value,

and product quality influencing purchase decision on customer of

PT.Sony Indonesia from Sony Alpha and NEX User Indonesia group.

Questionnaire is a formalized set of questions to

obtaining information for respondents. It has three specific objectives

(Malhotra, 2009: 330). Three specific objectives (Malhotra, 2009:

330):

Page 56: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

41

1) The overriding objective is to translate the researcher’s

information needs into a set of specific questions that respondents

are willing and able to answer.

2) A questionnaire should be written to minimize demands imposed

on respondents. It should encourage them to participate in the

entire interview, without biasing their responses.

3) A questionnaire should minimize response error. These errors can

arise from respondents who give inaccurate answers or from

researchers incorrectly recording or analyzing their answer.

The questionnaire for this research will be filled out by the

respondents and will be include question about the variable brand

image, customer value, and product quality influencing purchase

decision on Sony Alpha mirrorless camera user from Sony Alpha and

NEX User Indonesia group . In this questionnaire there are two parts,

which are:

Part I: Concerning the respondent data those are name, gender, age,

occupation, monthly income, and usage period.

Part II: On the list of questions that will be filled by the respondent.

This study used a Likert scale measuring agreement and

disagreement of respondents in responses proposed the statement.

Likert scale is a measurement with five response categories ranging

from “strongly disagree” to “strongly agree”, which requires the

respondents to indicate a degree of agreement or disagreement with

Page 57: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

42

each of a series of statements related to the stimulus objects

(Maholtra, 2009).

The score of questionnaire assessment figures resulted in this

study is according to the Likert scale described in the methods used to

measure attitudes, opinions, and perceptions of a person or group of

persons on a social phenomenon (Sugiyono, 2015).

A measurement of each variable in this research using Likert scale

to measure attitudes, opinion and perceptions of individuals or groups

social phenomena (Sugiyono, 2015).

By using a Likert scale, the measurement variable is an indicator

variable that will be outlined. Using a Likert scale of five (5) levels to

express the attitude or the respondent’s answer as follows:

Table 3.1

Likert Scale

Strongly agree 5

Agree 4

Neutral 3

Disagree 2

Strongly disagree 1

Source: (Sugiyono, 2015)

2. Secondary Data

A secondary source is a source that does not directly provide data to

data collectors, for example through others or through documents.

Secondary data were generally obtained by the founders to provide

Page 58: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

43

additional information and images for further processing. Secondary data

used in this study was obtained from books, journals, literature or other

writings that are considered related to the problems studied by using written

reports or documentation of previous studies and other information that can

be retrieved through the system online (internet).

In the process of secondary data collection, the researchers collected

data that are related and associated with the research. So it can support

materials to support this research.

D. Data Analysis Method

1. Validity Test

Validity test used to measure invalid or not in a questionnaire. A

questionnaire as valid if the question or statement the questionnaire is able

to reveal something that will be measured by the questionnaire (Ghozali,

2016). According Sugiyono (2009) that a valid means the instrument can be

used to measure what should be measured.

Validity test conducted by comparing the value of rcount (value of

Corrected Item-Total Correlation at Cronbach Alpha output) with r table

value for degree of freedom (df) = n – 2 with alpha = 0.05.

If rcount > rtable and it is positively correlated then the item or question

is valid. Or in other words the question item is said to be valid if the item

score has a positive and significant correlation with the total variable score.

Page 59: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

44

2. Reliability Test

Reliability test is a tool to measure a questionnaire which is an

indicator of variables or constructs. A questionnaire said to be reliable or

reliable if someone answers to questions are consistent or stable over time.

SPSS provides the facility to measure the reliability of the statistical test

Cronbach Alpha (α). a construct or variable said to be reliable if it provides

value (α) more than 0,60 (Wiratna Sujerweni, 2015).

In other words able to obtain precise data on the variables studied.

Testing of each item used item analysis, the reliability test is a measure of

stability and reliability testing instruments used in this study using

Cronbach's Alpha formula..

E. Classical Assumption Test

1. Normality Test

Normality test aims to test whether the regression model, or residual

confounding variable has a normdistribution (Ghozali, 2012).The data is

good and decent in the study is that having normal distribution.

There are several ways to detect normality to see the spread of the

data (points) on the diagonal axis of the graph. There are two ways to detect

whether residual normal distribution or not is by analysis of graphs and

statistical tests (test Kolmogorov - Smirnov), with the following explanation

(Ghozali, 2016).

Page 60: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

45

a). Normality Test in Charts

One of the easiest ways to see the residual normality is to look

at the histogram graph that compares the distribution of

observation data with which to detect the normal distribution.

However, just by looking at the histogram this can be

misleading, especially to the small sample size. More reliable

method is to look at normal probability plots comparing the

cumulative distribution of the normal distribution. The normal

distribution will form a straight diagonal line and residual

plotting the data will be compared with a diagonal line (Ghozali,

2016).

Basis for a decision in the normality test is:

1) If the data is spread around the diagonal line and follow the

direction of the diagonal line, the regressions meet the

assumption of normality.

2) If the data spread of the diagonal line and did not follow

directions or diagonal line, the regression model did not meet

the assumption of normality.

b). Normality Test in Statistics

Normality test graphically can be misleading if not carefully

look at it. Therefore it is recommended to complete normality

test graphically statistical normality test (Ghozali, 2016).

Page 61: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

46

In addition to seeing the normal curve P-plot, the normality test

can also be performed using the Kolmogorov-Smirnov test. In

Kolmogorov Smirnov test the hypotheses that apply are:

H0 = Samples derived from data or population normally

distributed.

Ha = Samples derived from data or populations that are not

normally distributed.

In this test if sig. < 0,05 then the data is not distributed

normally. However, if the value of sig. > 0,05 then the

distributed data is normal (Santoso, 2011).

2. Multicollinearity Test

Multicollinearity test aims to test whether the regression model

found a correlation between free variables of brand image, customer

value, and product quality. In the regression model is a good should not

happen correlation between independent variables (Ghozali, 2016).

A good regression model should not correlate between independent

variables. If the independent variables are correlated, then these variables

are not orthogonal. Orthogonal variable is the independent variable

correlation values between the members of the independent variables

must be equal to zero.

To detect the presence or absence multicollinearity in the regression

model are as follows:

Page 62: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

47

1) The value of R2 generated by an empirical regression model estimate

is very high, but individually many independent variables were not

significantly affecting the dependent variable.

2) Analyze the correlation matrix of the independent variables. If there

is correlation between the independent variables are quite high

(generally above 0,90), then this is an indication of multicollinearity.

The absence of a high correlation between the independent variable

does not mean free of multicollinearity. Multicollinearity may be

happen due to the combined effect of two or more independent

variables.

3) Multicollinearity can also be seen from: (1) The value of tolerance

and the opponent; (2) Variance Inflation Factor (VIF). Both these

measurements indicate each independent variable which explained

by other independent variable. In simple terms each independent

variable the dependent variable and regressed against other

independent variables. Tolerance measures the variability of

independent variables was chosen that are not explained by other

independent variable. So a low tolerance value equal to the value of

a high VIF (for VIF = 1/Tolerance). Value cutoff commonly used to

indicate the presence multicollinearity is the tolerance value < 10 or

equal to VIF > 10 (Ghozali, 2016).

Page 63: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

48

3. Heterocedastity Test

Heteroscedasticity test was conducted to test whether a regression

model occurred inequality residual variance from one observation to

another observation remains, and then called heteroscedasticity. If the

points spread above and below the number 0 on the Y axis without

forming a particular pattern, then there is no heteroscedasticity

(Ghozali, 2016).

A good regression model is that homoscedasticity or did not happen

heteroscedasticity. Most of the data resection containing situation

because this data collect data representing a variety of sizes (small,

medium and large).

There are several ways to detect the presence or absence of

heteroscedasticity. In this study to see Graph Plot between the

predicted values of the dependent variable (dependent) is ZPRED with

residual SRESID. Heteroscedasticity detection of the presence or

absence can be done by looking at whether there is a specific pattern

on a scatterplot graph between SRESID and ZPRED wherein Y is a Y

axis that has been predicted, and the X axis is the residual (prediction

Y - Y in fact) who have in-studentized. With the analysis if there is a

specific pattern of regular (wavy, widened and then narrowed), then

identifying been going heteroscedasticity and if there is no clear

pattern, as well as the points spread above and below the number 0 on

the Y axis, then there is no heteroscedasticity (Ghozali, 2016).

Page 64: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

49

F. Hypothesis Test

1. t- Test (Partial Test)

To determine whether the independent variables partially (individual)

have a significant influence on the dependent variable. The statistical T

test basically shows how far the influence of the independent variables

individually explaining the variation of the dependent variable Ghozali,

(2016).

The t-test was used to test the partial each variable. T test results can

be seen in the table on the column significant coefficient (significance).

If the t value or significance probability < 0,05, it can be said that there

are significant independent variable on the dependent variable partially.

However, if the probability value or significance t > 0,05, it can be

said that there is no significant effect of each variable on the dependent

variable.

t - test formula: to = 𝑏𝑖𝑆𝑏𝑖

Where:

to = t value

bi = coefision regression

Sbi = standard error

Hypothesis based Significance namely:

a. If the number sig. > 0,05, then Ho is accepted

b. If the number sig. < 0,05, then Ho is rejected

Page 65: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

50

2. F – Test (Simultaneous Test)

This test aims to prove whether the independent variables (X)

simultaneously (together) have an influence on the dependent variable

(Y) (Ghozali, 2016).

If F count > F table, then Ho is rejected and Ha accepted, which

means that the independent variable has a significant effect on the

dependent variable using a significant level of 0,05 if the value of F

count > F table then together all independent variables affect the

dependent variable. Additionally, you can also see the value of

probability. If the probability value less than 0,05 (for a significance

level of = 0,05), the independent variables jointly affect the dependent

variable. Meanwhile, if the probability value is greater than 0,05, the

independent variables simultaneously has no effect on the dependent

variable.

Formula F test

F = 𝑅2

𝐾⁄

(1−𝑅2)(𝑛−1−𝑘)⁄

Where:

R2 = multiple correlation coefficient squared

n = number of sample

Then it will be known whether this hypothesis simultaneously

rejected or accepted, while the form of simultaneous hypothesis is:

Page 66: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

51

H0: β1 = β2 = β3 = 0 ; brand image, customer value and product quality

simultaneously does not affect the process of purchase decision.

H0: β1 ≠ β2 ≠ β3 ≠ 0 ; brand image, customer value and product quality

simultaneously influence the process of purchase decision.

G. Multiple Regression Analysis

1. Similarity Multiple Linear Regression

Multiple linear regression analysis is used to determine the

effect of two or more independent variables with one dependent

variable displayed in the form of a regression equation (Priyatno, 2016).

Analysis method in this research is a multiple linear regression

that is used to test brand image, customer value and product quality

toward process of purchase decision. The equation of multiple linear

regressions is as follows:

Where:

Y = Process of Purchase Decision

a = Constanta

e = Error sampling

X1 = Brand Image

X2 = Customer Value

X3 = Product Quality

β1, β2, β3= Regression coefficient

Y = a + β1 X1 + β2 X2 + β3 X3 + e

Page 67: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

52

2. Coefficient of Determination (Adjusted R2)

The coefficient of determination analysis is used to determine

the percentage of contribution of the influence of independent

variables simultaneously on the dependent variable (Priyatno,

2016). According to Santoso (2001) in Priyatno (2016) states that

for regression with more than two independent variables, adjusted

R2 is used as the coefficient of determination.

In SPSS output, coefficient of determination lies on the table and

writing Summary Model Adjusted R². R² value of 1 means the

influence entirely dependent variable can be explained by the

independent variables and no other factors that lead to influence

dependent variable. The coefficient of determination is between zero

and one. R² small value means the ability of the independent

variables in explaining the dependent variable is very limited.

Values close to the mean of independent variables provide almost

all the information needed to predict the variation of the dependent

variable (Ghozali, 2016).

E. Variable Operational Research

Based on the core issues and hypotheses research on influence of brand

image, customer value and product quality toward process of purchase

decision on Sony alpha mirrorless camera user at Sony Alpha and NEX User

Indonesia group . The variables and indicators of this research can be seen

in the table below:

Page 68: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

53

Table 3.2

Variable Operational Research

No Variable Dimension Indicators Scale

1.

Brand Image

Keller (X1)

(2013:77)

Strength

1. Product information

connects with the existing

brand knowledge

Likert

Favorability

2. Comfort

3. Reliable products

4. Easily remembered

Uniqueness

5. Product attributes (Quality)

6. Product attributes (Features)

7. Product attributes (Design)

8. Product functionality

9. Image enjoyed

2.

Customer Value

(X2) (Brocl and

Colgate, 2007)

Functional

Value

1. Suitability of performance

with expectations Likert

Experience

Value

2. Enjoyment

3. Interesting

Expressive

value

4. Self satisfaction

5. Personal Meaning

6. Self Identity

7. Social Status

Cost/Sacrifice

Value 8. Consumer Energy

Page 69: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

54

No Variable Dimension Indicators Scale

3. Product Quality

(X3)

Tjiptono and

Chandra

(2011:193)

Performance 1. Easy and comfortable

Likert

Features 2. Completeness of feature

Reliability

3. Its minimum possibility of

experiencing damage or

failed to be used

Conformance to

specifications

4. Operation fulfilling design

and the operations standard

Durability 5. Have good quality material

as well as durable

Service ability 6. Easiness to repair damaged

components

Aesthetic 7. Attractive colors and design

of the products

Perceived

quality

8. Image & reputation of

product

Process of

Purchase

Decision (Y)

Kotler & Keller

(2016)

Determine the

problem

1. The process would need the

product

Likert

Searching the

information

2. Sources of family, friends,

organizations, social media

4. Alternative

evaluation 3. Beliefs and attitudes

Purchase

decision

4. Brand selection

5. Buy the most preferred

brand

Post-Purchase

decision 6. Satisfaction experience

Page 70: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

55

CHAPTER IV

RESEARCH ANALYSIS

A. General Overview Research Object

Sony Corporation is a Japanese multinational corporation headquartered in

Tokyo, Japan. PT Sony Indonesia, as a selling and marketing company

authorized by Sony Corporation to carry out marketing, sales activities and

reliable service to the aftermarket of Sony products in Indonesia through seven

Sony Center, more than 600 authorized dealers, four branches and 61 authorized

service center which established on September 1, 1995.

Sony was founded by Masaru Ibuka and Akio Morita in 1946 named Tokyo

Tsushin Kogyo, which manufactured telecommunications equipment. The

company created a paper-based magnetic recording tape in 1950, brand named

Sony, and the company became Sony Corporation in 1958. The first digital

camera from Sony appeared in 1988, the Mavica. And the first mirrorless

camera from sony is alpha NEX-3 and NEX-5 announced in May 2010, both

cameras released and entered the market in July 2010.

Sony has several lines in business, those are smartphones, game and

network services, pictures, music, financial services, and consumer electronics

which mirrorless camera include in this consumer electronic line. The core

values of PT Sony Indonesia are to continuously serve customers and to

improve the lifestyle in Indonesia through product and technology.

Page 71: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

56

B. Data Quality Test

1. Validity and Reliability Result

To test whether the measuring instrument used to meet the requirements of

a good measuring tool, so as to produce data in accordance with what is

measured, before finishing data analysis based on the results of data collected

in advance test data through validity and reliability data test.

a. Try Out Result of Validity test

The research questionnaire 9 items of Brand Image, 8 items of Customer

Value, 8 items of Product Quality, and 6 items of Process of Purchase

Decision . Correlation calculation result for the score of each items

statement with the total score of Brand Image (X1), Customer Value

(X2), Product Quality (X3), can be seen in the following table:

Table 4.1

Result of Validity Test

Questions Calculated

Value

R Table

value

Describe

Brand Image (X1)

Brand Image 1 0.670 0.361 Valid

Brand Image 2 0.614 0.361 Valid

Brand Image 3 0.719 0.361 Valid

Brand Image 4 0.818 0.361 Valid

Brand Image 5 0.723 0.361 Valid

Brand Image 6 0.648 0.361 Valid

Brand Image 7 0.633 0.361 Valid

Page 72: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

57

Brand Image 8 0.747 0.361 Valid

Brand Image 9 0.600 0.361 Valid

Customer Value (X2)

Customer Value 1 0.615 0.361 Valid

Customer Value 2 0.493 0.361 Valid

Customer Value 3 0.658 0.361 Valid

Customer Value 4 0.563 0.361 Valid

Customer Value 5 0.677 0.361 Valid

Customer Value 6 0.762 0.361 Valid

Customer Value 7 0.517 0.361 Valid

Customer Value 8 0.592 0.361 Valid

Product Quality (X3)

Product Quality 1 0.808 0.361 Valid

Product Quality 2 0.828 0.361 Valid

Product Quality 3 0.715 0.361 Valid

Product Quality 4 0.723 0.361 Valid

Product Quality 5 0.672 0.361 Valid

Product Quality 6 0.681 0.361 Valid

Product Quality 7 0.531 0.361 Valid

Product Quality 8 0.765 0.361 Valid

Process of Purchase Decision (Y)

Process of Purchase

Decision 1

0.563 0.361 Valid

Process of Purchase

Decision 2

0.725 0.361 Valid

Page 73: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

58

Process of Purchase

Decision 3

0.580 0.361 Valid

Process of Purchase

Decision 4

0.731 0.361 Valid

Process of Purchase

Decision 5

0.589 0.361 V alid

Process of Purchase

Decision 6

0.672 0.361 Valid

Source: SPSS primary data have been processed, 2019

Results try out table shows that 31 items of questionnaire given to the

30 respondents has a value of r table greater than the score of r table for

28 = 0.361 which means all items are valid.

b. Try Out Result of Reliability test

Reliability test is used to test the consistency of the data within a

certain period, namely to determine the extent of measurement used can

be trusted or relied upon. According to Wiratna Sujerweni (2015) a

variable is said to provide reliable if the Cronbach Alpha values > 0.60

it means design of the questionnaires in this research can be said as

reliable. These are the following results of reliability test:

Table 4.2

Try Out Result of Reliability Test

Variable Cronbach’s Alpha N of item Information

Brand Image 0.859 9 Reliable

Customer Value 0.757 8 Reliable

Product Quality 0.865 8 Reliable

Process of Purchase

Decision

0.715 6 Reliable

Source: SPSS primary data have been processed, 2019

Page 74: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

59

Based on table above all the variables brand image, customer value,

Product quality and process of purchase decision has a Cronbach’s

Alpha values above 0.60 then all variables are reliable.

C. Descriptive Respondents

Respondents in this research are the customers who bought Sony Alpha

mirrorless camera. The number of customers who have been selected as

respondents are 100 people with characteristics based on gender, age, work

level, income, and usage period. The demographic characteristics of the

respondent’s classification can be described as follows:

a. Respondents by Gender

Table 4.3

Respondents by Gender

Gender Frequency Percentage

Male 87 87%

Female 13 13%

Total 100 100%

Source: SPSS primary data have been processed, 2019

From table 4.1 above it is known that the 100 respondents who bought

Sony Alpha mirrorless camera consists of 87 people or 87% are male

respondents and 13 or 13% are female respondents.

b. Respondents by Age:

Table 4.4

Respondents by Age

Age Frequency Percentage

18 – 25 years 32 32%

26 - 40 years 51 51%

> 40 years 17 17%

Total 100 100%

Source: SPSS primary data have been processed, 2019

Page 75: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

60

From table 4.2 above is known that respondents who bought Sony

Alpha mirrorless camera consists of 32 people or 32% of respondents

aged 18-25 years, 51 people or 51% of respondents aged 26-40 years and

17 people or 17% of respondents aged > 40.

c. Respondents by Working Level

Table 4.5

Respondents by Working Level

Job Level Frequency Percentage

Entrepreneur 43 43%

College Student 27 27%

Office worker 17 17%

Civil servant 13 13%

Total 100 100%

Source: SPSS primary data have been processed, 2019

From table 4.3 above it is known that the 100 respondents who

bought Sony Alpha mirrorless camera consist of 43 votes, or 43% of

respondents to the level of Entrepreneur, 27 votes, or 27% of respondents

with a level of College, 17 people or 17% of respondents with the level

of office worker, and 13 or 13% of respondents with worker level civil

servant

d. Respondent by Income per Month

Table 4.6

Respondent Income per Month

Income per month Frequency Percentage

< 3 million 27 27%

3-5 million 56 56%

> 5 million 17 17%

Total 100 100%

Source: SPSS primary data have been processed, 2019

Page 76: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

61

From table 4.4 above it is known that the 100 respondents who

bought Sony Alpha mirrorless camera, consisting of 27 people or 27% of

respondent’s income < 3 million, 56 people or 56% of respondent’s

income is 3-5 million, 17 people or 17% of respondent’s income is >5

million.

Page 77: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

62

D. Statistic Descriptive

1. Variables Brand Image (X1)

Results of answer from 100 respondents to the variable brand image

(X1) which consists of 9 statements, the answers obtained are then

analyzed by using the percentage of respondents answer, the results can

be seen in the table 4.6 below:

Table 4.7

Descriptive of Brand Image Variable (X1)

No Question SD D N A SA

1 2 3 4 5

1 Sony Alpha camera is a better

product compared to other

mirrorless cameras

10 13 29 30 18

2 Sony Alpha camera is comfortable

to use

11 13 35 27 14

3 Sony Alpha camera is reliable

products

6 21 28 28 17

4 Sony Alpha camera is easy to

remember brands

9 17 26 28 20

5 Sony Alpha camera has good

quality

10 19 25 34 12

6 Sony Alpha camera products are

compatible

10 21 31 22 16

7 Sony Alpha camera has futuristic

design

9 18 34 22 17

8 Sony Alpha camera works well 9 15 37 26 13

9 Sony Alpha camera has unique

image

11 15 35 24 15

Page 78: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

63

Question

SD D N A SA

1 2 3 4 5

Total 85 152 280 241 142

Percentage (%) 9.4

4%

16.8

9%

31.1

1%

26.7

8%

15.7

8%

Here are the most respondent answers from the dissemination of 9

questions about Brand Image variable (X1), those are:

- Strongly Disagree, 85 or 9.44% respondents are obtained from

(85/900x100)

- Disagree, 152 or 16.89% respondents are obtained from

(152/900x100)

- Neutral, 280 or 31.11% respondents are obtained from

(280/900x100)

- Agree, 241 or 26.78% respondents are obtained from

(241/900x100)

- Strongly Agree, 142 or 15.78% respondents are obtained from

(142/900x100)

Based on the results of questionnaires spreaded for brand image

variable (X1) seen from the highest respondent answers percentage on

the “Neutral” answer is 31.11%, it can be concluded that brand image

on Sony Alpha mirrorless camera consumer in Sony Alpha and NEX

User Indonesia group is good.

Page 79: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

64

2. Variables Customer Value (X2)

The result of answer from 100 respondents to Customer Value (X2)

which consists of 8 statements, the answers obtained are then analyzed

by using the percentage of respondents answer, the results can be seen

in the table 4.7 below:

Table 4.8

Descriptive of Customer Value Variable (X2)

No. Question SD D N A SA

1 2 3 4 5

1 Sony Alpha

cameras have

performance that

matches my

expectations

8 15 34 28 15

2 I enjoy taking

pictures using

Sony Alpha

cameras

10 16 27 38 9

3 I am interested to

continue using

mirrorless

cameras from

Sony Alpha

10 15 34 27 14

4 I feel satisfied

with the results

of images from

Sony Alpha

cameras

8 16 42 16 18

5 Sony Alpha

camera is my

favorite product

10 17 33 28 12

6 Using Sony

Alpha camera

shows my

identity

8 19 32 29 12

Page 80: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

65

No. Question SD D N A SA

1 2 3 4 5

7 Using a Sony

Alpha camera

can show my

social status

8 16 34 27 15

8 I had no

difficulty when

buying Sony

Alpha camera

products

7 16 38 23 16

Total 69 130 274 216 111

Percentage (%) 8.63% 16.25% 34.25% 27% 13.88%

Here are the most respondent answers from the dissemination of 8

questions about customer value variable (X2), namely:

- Strongly Disagree, 69 or 8.63% Answers are obtained from

(69/800x100)

- Disagree, 130 or 16.25% Answers are obtained from

(130/800x100)

- Neutral, 274 or 34.25% Answers are obtained from

(274/800x100)

- Agree, 216 or 27% Answers are obtained from (216/800x100)

- Strongly Agree, Answers 111 or 13.88% are obtained from

(111/800x100)

Based on the results of questionnaires spread for Customer Value

variable (X2) seen from the highest respondent answers percentage on

the “Neutral” answer is 34.25% so it can be concluded that customer

Page 81: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

66

value on Sony Alpha mirrorless camera consumer in Sony Alpha and

NEX User Indonesia group is good.

3. Variables Product Quality (X3)

The result of answer from 100 respondents to Product Quality (X3)

which consists of 8 statements, the answers obtained are then analyzed

by using the percentage of respondents answer, the results can be seen

in the table 4.8 below:

Table 4.9

Descriptive of Product Quality Variable (X3)

No Question SD D N A SA

1 2 3 4 5

1 Sony Alpha camera is easy to

use 1 3 14 28 54

2 Sony Alpha cameras have

complete features 0 5 13 22 60

3 Sony Alpha cameras are not

easily damaged or error 0 3 15 25 57

4

Sony Alpha camera products

have a level of suitable as

advertised

1 8 19 31 41

5

Sony Alpha cameras have

high quality and durable

material

3 3 19 52 23

6

Damage caused to the Sony

Alpha camera is easy to be

fixed

3 11 23 25 38

7

Sony Alpha camera products

have a various colors and

attractive design

0 3 16 38 43

Page 82: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

67

Question SD D N A SA

1 2 3 4 5

8 Sony Alpha cameras have a

good product image 1 2 12 34 51

Total 9 38 131 255 367

Percentage 1.13

%

4.75

%

16.38

%

31.8

8%

45.88

%

Here are the most respondents answer from the dissemination of 8

question about Product Quality variable (X3), those are:

- Strongly Disagree, 9 or 1.13% answers are obtained from

(9/800x100)

- Disagree, 38 or 4.75% answers are obtained from (38/800x100)

- Neutral, 131 or 16.38% answers are obtained from (131/800x100)

- Agree, 255 or 31.88% answers are obtained from (255/800x100)

- Strongly Agree, 367 or 45.88% answers are obtained from

(367/800x100)

Based on the results of questionnaires spread for Product Quality

variable (X3) seen from the highest respondent answers percentage on

the “Strongly Agree” answer is 45.88% so it can be concluded that

product quality on Sony Alpha mirrorless camera consumer in Sony

Alpha and NEX User Indonesia group is good.

Page 83: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

68

4. Variables Process of Purchase Decision (Y)

The result of answer from 100 respondents to Process of Purchase

Decision (Y) which consists of 6 statements, the answers obtained are

then analyzed by using the percentage of respondents answer, the results

can be seen in the table 4.9 below:

Table 4.10

Descriptive of Process of Purchase Decision Variable (Y)

No Question SD D N A SA

1 2 3 4 5

1 Sony Alpha Camera products are

easy to get 6 19 25 30 20

2 Consumer opinion on Sony

Alpha cameras is good 10 23 25 28 14

3 Sony Alpha camera products

have good value in the eyes of

consumers

9 30 34 21 6

4 The Sony Alpha brand is a brand

with good value 11 19 34 26 10

5 I prefer to buy a Sony Alpha

camera rather than other products 11 14 26 37 12

6 Sony Alpha cameras gives

satisfaction to consumers 11 12 22 32 23

Total 48 108 158 170 116

Percentage 8% 18%

26.33%

28.33%

19.33%

Page 84: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

69

Here are the answer most respondents from the dissemination of 6

question about process of purchase decision variable (Y), namely:

- Strongly Disagree, 48 or 8% are obtained from (48/600x100)

- Disagree, 108 or 18% are obtained from (124/600x100)

- Neutral, 158 or 26.33% are obtained from (158/600x100)

- Agree, 170 or 28.33% are obtained from (170/600x100)

- Strongly Agree, 116 or 19.33% are obtained from (119/600x100)

Based on the results of questionnaires spread for process of

purchase decision variable (Y) seen from the highest respondent answers

on the answer “Agree” that is 28.33% so it can be concluded that process

of purchase decision on Sony Alpha mirrorless camera consumer in Sony

Alpha and NEX User Indonesia group is good.

E. Classical Assumption Test

1. Normality Test

The normality test aims to test whether in the regression model, the

annoying or residual variable has a normal distribution. If this

assumption is violated then the statistical test becomes invalid for small

sample quantities (Ghozali, 2016).

Page 85: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

70

Table 4.11

One-Sample Kolmogorov-Smirnov Test Table

One-Sample Kolmogorov-Smirnov Test

Unstandardized Residual

N 100

Normal Parametersa,b Mean .0000000

Std. Deviation 2.56320960

Most Extreme

Differences

Absolute .050

Positive .050

Negative -.035

Test Statistic .050

Asymp. Sig. (2-tailed) .200c,d

a. Test distribution is Normal.

b. Calculated from data.

c. Lilliefors Significance Correction.

d. This is a lower bound of the true significance.

Source: primary data have been processed (2019).

Test results show that Asymp value. Sig. (2-tailed) of 0.200 greater

than 0.05 so it can be concluded that the research model has a normal

data distribution. While the value of Test Statistic is 0.200, it means that

the residual data is normally distributed.

Page 86: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

71

For normality tests, the author also uses the Normal P-Plot chart.

The table can be seen in figure 4.1 below:

Figure 4.1

Result of normality test

Source: primary data have been processed (2019)

Normality test with a normal probability plot requires that the data

spreading should be around the diagonal line and follow the direction of

the diagonal line. Based on the picture above can be concluded that the

data in this study qualifies the normal probability plot so that the

regression model in the study meets the assumption of normality (normal

distribution). This means that the data in this study comes from a

population that is normally distributed.

Page 87: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

72

2. Multicollinearity Test

Multicollinearity test is done by calculating the value of variance

inflation factor (VIF) of each independent variable. Multicollinearity

occurs when the Variance Inflation Factor (VIF) value exceeds 10. If

the Variance Inflation Factor (VIF) score of less than 10 indicates the

correlation between the independent variables can still be tolerated. The

results of this Multicollinearity test can be seen in the table 4.11 below:

Table 4.12

Result of Multicollinearity Test

Coefficientsa

Model

Unstandardized

Coefficients

Standar

dized

Coeffici

ents

t Sig.

Collinearity

Statistics

B

Std.

Error Beta

Tolera

nce VIF

1 (Constant) 1.192 2.049 2.582 .562

Brand Image .354 .054 .593 6.515 .000 .277 3.604

Customer

Value

.247 .069 .324 3.565 .001 .278 3.592

Product

Quality .382 .051 .036 3.742 .009 .218 4.597

a. Dependent Variable: Process of Purchase Decision

Source: Primary data have been processed (2019)

Page 88: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

73

Based on the coefficients table above, the value of Variance

Inflation Factor (VIF) of each independent variable has no value more

than 10, so it can be concluded that the regression model in this study

does not contain Multicollinearity.

3. Heteroscedasticity Test

Heteroscedasticity test was conducted to test whether a regression

model occurred inequality residual variance from one observation to

another observation remains, and then called heteroscedasticity. If the

points spread above and below the number 0 on the Y axis without

forming a particular pattern, then there is no heteroscedasticity (Ghozali,

2016).

Test heteroscedastity in graph (Scatterplot) detection of the presence

or absence of heteroscedasticity can be done by looking whether there

is a specific pattern on a scatterplot graph between SREID and ZPREID

wherein Y is the Y axis is predictable, and the X axis is the

residual(prediction Y - Y in fact) who have been in student zed.

(Ghozali, 2016).

Page 89: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

74

Figure 4.2

Result of Heteroscedasticity Test

Source: primary data have been processed (2019)

Based on the Scatterplot image above it can be seen that the dots do

not form a clear pattern, and the spots spread above and below the number

0 on the Y axis. So it can be concluded that there is no problem of

heteroscedasticity in the regression model.

Page 90: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

75

F. Hypothesis Test Result

1. Partial Test (t-test)

Comparing the statistic t value with the critical value according to the

table. If the t statistic value of the calculation results is higher than the t table

value, we accept an alternative hypothesis which states that an independent

variable individually affects the dependent variable (Ghozali, 2016).

Table 4.13

Result of t-test

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

(Constant) 1.192 2.049 2.582 .562

BrandImage .354 .054 .593 6.515 .000

CustomerValue .247 .069 .324 3.565 .001

ProductQuality .382 .051 .036 3.742 .009

a. Dependent Variable: Process of Purchase Decision

Source: primary data have been processed (2019)

Based on t test results table above to determine the influence of each

independent variable partial (individual) on the dependent variable is as

follows:

a. Effect of Variable Brand Image (X1) on Process of Purchase

Decision (Y)

In Table 4.13 t-test, brand image (X1) to process of purchase

decision (Y) showed a significant value 0.000 < 0,05, Because sig. < a,

it can be concluded that there is significant influence between brand

Page 91: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

76

image on process of purchase decision received (Ha accepted and Ho

rejected), it can be stated that brand image (X1) have a significant effect

on process of purchase decision (Y).

The results of the analysis above show that the effect on the variables

of brand image on process of purchase decision on sony alpha

mirrorless camera consumer at Sony Alpha and NEX User Indonesia

group has a significant result, it strengthen the previous research by

Paramitasari (2013) entitled The Influence of Brand Image Towards

Purchase Decision (Survey at KFC Kawi Malang Consumer) which

concluded that Brand image variables named company image, product

image and user image have a significant effect on Brand Image, but the

other result outlined the previous research by Bob Foster (2016) entitled

Impact of Brand Image on Purchasing Decision on Mineral Water

Product “Amidis” (Case Study on Bintang Trading Company) the

impact of brand image on purchasing decisions only 7% which means

that the consumer purchasing decisions are more influenced by other

variables than the brand image alone.

b. Effect of Variable Customer Value (X2) on Process of Purchase

Decision (Y)

In Table 4.13 t-test, the variable customer value (X2) on process of

purchase decision (Y) shows significant value 0,001 < 0,05, Because

sig. < a, it can be concluded that there is significant influence between

customer value to process of purchase decision received (Ha accepted

Page 92: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

77

and Ho rejected), it can be stated that customer value (X2) have a

significant effect on process of purchase decision (Y).

This result consistent with previous studies conducted by Sanzhez

and Ostrovskaya in (2012), entitled Consumer values and the tendency

to use the brand name in purchase decisions: A comparison between

Spain and Russia. the results indicate that brand image have significant

effect on purchase decision. The result also consistent with study

conducted by Gina Anggina and Rini Andari (2015) entitled The Effect

Of Customer Value On Decisions Using Meeting Package In Golden

Flower Hotel Bandung who found that Customer value had a significant

effect on decision using a meeting package. Different from previous

study by Dian Eka and Yulia Hamdani (2017) who found that customer

value does not have a significant effect on purchasing decisions.

c. Effect of Variable Product Quality (X3) on Process of Purchase

Decision (Y).

In Table 4.13 t-test, the variable product quality (X3) on process of

purchase decision (Y) shows significant value 0,009 < 0,05, Because

sig. < a, it can be concluded that there is significant influence between

product quality to process of purchase decision received (Ha accepted

and Ho rejected), it can be stated that product quality (X3) have a

significant effect on process of purchase decision (Y).

Page 93: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

78

The results of the analysis above show that the variable product

quality affect on purchase decision. This is consistent with previous

studies conducted by Prisilla (2015) entitled “The Influence Of Product

Quality And Consumer Perception To Purchase Decision On Canon

Dslr Camera In Manado", the results show that Product Quality have

significant effect on purchase decision. Product Quality and Consumer

Perceptions simultaneously influence the purchase decision Canon

DSLR Camera. And in partial, Products Quality, and Consumer

Perception significantly influence the purchase decision Canon DSLR

cameras in Manado. The results also consistent with previous study by

Amron (2018) entitled “The Influence of Brand Image, Brand Trust,

Product Quality, and Price on the Consumer’s Buying Decision of MPV

Cars” who found that Product Quality Significantly influence consumer

buying decision.

2. Simultaneous Test (f-Test)

This test aims to prove whether the independent variables (X)

simultaneously (together) have an influence on the dependent variable (Y)

(Ghozali, 2016). If F count > F table, then Ho is rejected and Ha accepted, which

means that the independent variable has a significant effect on the dependent

variable using a significant level of 0,05 if the value of F count > F table then

together all independent variables affect the dependent variable.

Additionally, you can also see the value of probability. If the probability

Page 94: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

79

value less than 0,05 (for a significance level of = 0,05), the independent

variables jointly affect the dependent variable. Meanwhile, if the probability

value is greater than 0,05, the independent variables simultaneously has no

effect on the dependent variable.

Table 4.14

Result of simultaneous f-test

From result of analysis in table above that is ANOVA test obtained F-

count value equal to 112.639, while F-table ( 0,05) for df2 (n = 97) and df1

= 3 equal to 2.70. So Fcount > from Ftable (0,05) or 112.639 > 2.70 with 0.05

significant level, it can be said that Product Quality, Customer Value, and

Brand Image together or simultaneously have a positive effect on process of

purchase decision (Y)

ANOVAa

Model

Sum of

Squares df

Mean

Square F Sig.

1 Regressio

n 2288.798 3 762.933 112.639 .000b

Residual 657.004 97 6.773

Total 2945.802 100

a. Dependent Variable: Process of Purchase Decision

b. Predictors: (Constant), ProductQuality, CustomerValue, Brand Image

Source: Primary data has been processed (2019)

Page 95: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

80

G. Result of Multiple Linear Regression Analysis

The analysis technique used in this research is multiple linear regression

analysis. Multiple linear regression analysis was used as statistical analysis

tools for the study was designed to examine the variables that influence of

the independent variable on the dependent variable in which the variables

used in this study is more than one. This study was followed by testing the

model significance and interpretation of the regression model.

Table 4.15 Results of Multiple Linear Regression Analysis

Coefficientsa

Model Unstandardized Coefficients Standardized Coefficients t Sig.

B Std. Error Beta

1

(Constant) 1.192 2.049 2.582 .562

BrandImage .354 .054 .593 6.515 .000

CustomerValue .247 .069 .324 3.565 .001

ProductQuality .382 .051 .036 3.742 .009

a. Dependent Variable: Process of Purchase Decision

Page 96: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

81

Based on the results obtained from the regression coefficients above,

it can be made a regression equation as follows:

Y = 1,192 + 0,354X1 + 0,247X2 + 0,382X3 + e

Where:

Y = Process of Purchase Decision

a = Constanta

X1 = Brand Image

X2 = Customer Value

X3 = Product Quality

β1 = Coefficient of Brand Image

β2 = Coefficient of Customer Value

β3 = Coefficient of Product Quality

e = Standard Error

Based on the table above, concluded that among the independent

variables in this research have dominant influence is product quality

with the value 0.382 or equal to 43.4%.

Page 97: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

82

H. Test Result for Coefficient of Determination (R2)

In SPSS output, coefficient of determination lies on the table and

writing Summary Model Adjusted R². R² value of 1, meaning the influence

entirely dependent variable can be explained by the independent variables

and no other factors that lead to influence the dependent variable. The

coefficient of determination is between zero and one. R² small value means

the ability of the independent variables in explaining the dependent variable

is very limited. Values close to the mean of independent variables provide

almost all the information needed to predict the variation of the dependent

variable (Ghozali, 2016).

Table 4.16

Coefficient of Determination Test Result

Model Summary

Model R

R

Square

Adjusted

R Square

Std.

Error of

the

Estimate

Change Statistics

R

Square

Change

F

Change df1 df2

Sig. F

Change

1 .903a .816 .810 4.11234 .816 143.455 3 97 .000

a. Predictors: (Constant), Product Quality, Customer Value, Brand Image

Source: primary data have been processed (2019)

Based on the table above, the Summary Model produces an Adjusted

R Square value of 0.816, meaning that Brand Image (X1), Customer Value

(X2) and Product Quality (X3) have an influence of 81.6% on Process of

Purchase Decision (Y) whereas the rest of 18.4% influential with other

factors not examined by the authors in this study.

Page 98: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

83

CHAPTER V

CONCLUSION AND RECOMMENDATION

A. Conclusion

Based on the results of analysis and discussion in the previous chapter

then obtained regarding to conclusions, Analysis of brand imge, customer

value and product quality toward Process of Purchase Decision. These

conclusions include:

1. There is significant influence between brand imange and Process of

Purchase Decision on Sony Mirrorless Camera consumer in Sony

Alpha and NEX User Indonesia group .

2. There is significant influence between customer value and Process

of Purchase Decision on Sony Mirrorless Camera consumer in Sony

Alpha and NEX User Indonesia group .

3. There is significant influence between product quality and Process of

Purchase Decision on Sony Mirrorless Camera consumer in Sony

Alpha and NEX User Indonesia group .

4. Brand image, customer value and product quality simultaneously

influence Process of Purchase Decision on Sony Mirrorless Camera

consumer in Sony Alpha and NEX User Indonesia group .

Page 99: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

84

B. Recommendation

Based on the conclusions obtained in the research, then there are

various suggestions put forward by the researchers based on the results of

the study as follows:

a) Continual improvement of the brand image is highly recommended

because of the t test results prove that in partial, it has a positive

influence on process of purchase decision for PT. Sony Indonesia. PT.

Sony Indonesia should make innovation to improve their brand image

to increase its value.

b) Continual improvement of customer value is strongly recommended

because of the t test results prove that in partial, it has a positive

influence on process of purchase decision at PT. Sony Indonesia. PT.

Sony Indonesia has to improve their branding to enhance the

consumers brand image of Sony Mirrorless camera to increase the

consumers of PT. Sony Indonesia.

c) Continual maintenance and improvement of product quality is highly

recommended because of the t test results prove that in partial, it has

a positive influence on process of purchase decision at PT. Sony

Indonesia. PT. Sony Indonesia should make an attractive features

compared to another producer but still considering the quality of its

product to attract more consumers.

Page 100: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

85

For further research, assessment needs to be done in a way to

develop research variables with the larger sample and population. This

assessment is expected to find new things that could be beneficial to

the science development, especially in the marketing field.

Page 101: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

86

REFERENCES

Ali, Hasan. “Marketing dan Kasus-Kasus Pilihan”. CAPS (Center For Academic

Publishing Service), Yogyakarta. 2013.

Doble, Rick. “A Brief History of Light & Photography”. Researchgate, North

Carolina, 2015

Engkos, Ridwan. Dan Kuncoro, Achmad,. “Cara Menggunakan dan Memaknai

Path Analysis”. Alfabeta, Bandung, 2013.

Fadila, Dewi., Lestari, Sari., dan Ridho, Zainal., “Perilaku Konsumen”. Citrabooks,

Palembang. 2013

Ghozali, Imam. “Aplikasi Analisis Multivariate dengan Program IBM SPSS 23”.

Badan Penerbit Universitas Diponegoro, Semarang. 2016.

Keller, Kevin L,. “Strategic Brand Management; Building, Measuring, and

Managing Brand Equity.” Pearson Education. English. 2013.

Kotler, Philip,. and Keller, Kevin Lane,. “Marketing Management”. Pearson

Prentice Hall, Inc., New Jersey. 2016.

Kotler, Philip,. dan Amstrong, Gary,. “Dasar-dasar Pemasaran.”. PT. Indeks

Kelompok Gramedia, Jakarta. 2003.

Ma’ruf, Handri. “Pemasaran Ritel”. Gramedia Pustaka, Jakarta. 2005.

Malhotra, Naresh K. “Riset Pemasaran Pendekatan Terapan”, Edisi ke Empat Jilid

2. PT. Indeks Kelompok Gramedia. 2009.

Peter dan Olson. “Perilaku konsumen dan strategi pemasaran.” Salemba Empat,

Jakarta. 2013.

Priyatno, Duwi. “SPSS Handbook Analisis Data, Olah Data, & Penyelesaian

Kasus-Kasus Statistik”. Mediakom, Jogyakarta, 2016.

Sangadji, E. M., dan Sopiah,. “Consumer Behavior: Perilaku konsumen dan

strategi pemasaran”. Erlangga, Jakarta. 2013.

Schifman, L.G dan Leslie Lazar Kanuk. “Consumers Behavior”, Edisi ke 7. New

Jersey: Prentice-Hall, Inc. 2000.

Smith, Brock., and Colgate, Mark “Customer Value Creation: A Practical

Framework”. Vol.15, Journal of marketing theory and practice no.1, 2007

Page 102: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

87

Sugiyono. “Metode Penelitian Kuantitatif, Kualitatif dan R&D”, Alfabeta,

Bandung. 2015.

Sujarweni, Wiratna. “Metode Penelitian: Lengkap, Praktis, dan Mudah

Dipahami.”. Pustaka Baru Press, Yogyakarta. 2015

Sunyoto, Danang. “Dasar-dasar Manajemen pemasaran konsep, strategi, dan

kasus.”. CAPS, Yogyakarta. 2012.

Tjiptono, Fandy. “Service Management Mewujudkan Layanan Prima”. Edisi 1,

Andi Offset, Yogyakarta. 2008.

http://www.cipa.jp/stats/dc_e.html (Accessed on January 2019)

http://www.topbrand-award.com/top-brand-survey/survey-

result/top_brand_index_2017_fase_2 (Accessed on January 2019)

https://petapixel.com/2018/03/14/death-dslrs-near/ (Accessed on January 2019)

https://www.digitaltrends.com/photography/how-to-save-dslr-after-mirrorless-

wins/ (Accessed on January 2019)

https://www.sony.net/SonyInfo/CorporateInfo/History/history.html (Accessed on

January 2019)

Page 103: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

88

Attachment 1

KUESIONER

THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE, AND PRODUCT QUALITY

TOWARDS PROCESS OF PURCHASE DECISION

(Case Study of Sony Alpha Mirrorless Camera User in Sony Alpha and NEX

User Indonesia Community)

Kepada Yth:

Para Responden

Saya pengirim kuesioner ini:

Nama : Reza Sofie Hidayat

NIM : 1112081100003

Status : Mahasiswa Program Studi Manajemen Pemasaran Univ. Islam

Negeri Syarif Hidayatullah Jakarta.

Dalam rangka melakukan penelitian ilmiah untuk SKRIPSI (S I) Universitas Islam

Negri Syarif Hidayatullah Jakarta, saya memerlukan informasi untuk mendukung

penelitian yang sedang saya lakukan.

Saya mohon partisipasi Bapak/ Ibu, Mahasiswa/ Pelajar umtuk memberikan

informasi melalui kuesioner ini. Semua informasi yang diperoleh dari kuesioner ini hanya

akan digunakan untuk kepentingan penelitian ini.

Page 104: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

89

Partisipasi Bapak/ Ibu, Mahasiswa/ Pelajar merupakan kunci keberhasilan

penelitian ilmiah ini. Atas perhatian dan kesedian Bapak/ Ibu, Mahasiswa/ Pelajar

meluangkan waktu untuk mengisi dan mengembalikan kuesioner ini, saya ucapkan

terimakasih banyak.

DATA RESPONDEN

PETUNJUK : Pertanyaan pilihan ganda isi dengan menyilang a, b atau c

Nama (Alias) :

Jenis kelamin : a. Pria b. Wanita

Alamat rumah :

Usia : a. 18-25 th b. 26-40 th c. > 40

Pekerjaan :

Penghasilan : a. < 3 juta b. 3-5 juta c. > 5 juta

Berapa lama menggunakan kamera : a. < 1 Tahun b. 1-3 Tahun c. > 3 Tahun

PETUNJUK PENGISIAN

Untuk pernyataan di bawah ini pilihlah salah satu jawaban yang menurut Anda paling tepat dengan cara memberikan tanda (X) atau (√) di dalam kolom pilihan yang tersedia, pada alternatif jawaban yang terdiri dari:

Jawaban Respoden Skor

Sangat Tidak Setuju 1

Tidak Setuju 2

Netral 3

Setuju 4

Sangat Setuju 5

Page 105: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

90

Penulis mohon kepada Bapak/Ibu/Saudara untuk memberikan jawaban dengan

keadaan yang sebenarnya, yang Bapak/Ibu/Saudara rasakan terhadap aspek tersebut di

atas.

Atas kesediaan Bapak/Ibu/Saudara memberikan jawaban pada kuesioner ini saya

ucapkan terima kasih.

KUESIONER BRAND IMAGE (X1)

No Deskripsi

Pernyataan/Pertanyaan

Frekuensi

Jawaban

STS TS N S SS

1 2 3 4 5

1. Kamera Sony Alpha merupakan produk berkualitas dibanding kamera mirorless lainnya

2. Kamera Sony Alpha nyaman untuk digunakan

3. Kamera Sony Alpha merupakan produk yang handal

4. Kamera Sony Alpha merupakan merk yang mudah diingat

5. Kamera Sony Alpha memiliki kualitas yang baik

6. Produk kamera Sony Alpha kompatibel

7. Desain produk kamera Sony Alpha futuristik

8. Kamera Sony Alpha berfungsi dengan baik

9. Citra dari kamera Sony Alpha unik

Page 106: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

91

KUESIONER CUSTOMER VALUE (X2)

KUESIONER PRODUCT QUALITY (X3)

No Deskripsi

Pernyataan/Pertanyaan

Frekuensi

Jawaban

STS TS N S SS

1 2 3 4 5

1. Kamera Sony Alpha memiliki performa yang sesuai dengan ekspektasi saya

2. Saya menikmati saat mengambil gambar menggunakan kamera Sony Alpha

3. Saya tetarik untuk terus menggunakan kamera mirorless dari Sony Alpha

4. Saya merasa puas akan hasil gambar dari kamera Sony Alpha

5. Kamera Sony Alpha merupakan produk favorit saya

6. Menggunakan kamera Sony Alpha menunjukan identitas diri saya

7. Menggunakan kamera Sony Alpha bisa menunjukan status sosial saya

8. Saya tidak mengalami kesulitan saat membeli produk kamera Sony Alpha

No Deskripsi

Pernyataan/Pertanyaan

Frekuensi

Jawaban

STS TS N S SS

1 2 3 4 5

1. Kamera Sony Alpha mudah untuk digunakan

2. Kamera Sony Alpha memiliki fitur yang lengkap

3. Kamera Sony Alpha tidak mudah rusak atau error

Page 107: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

92

KUESIONER PROCESS OF PURCHASE DECISION (Y)

No Deskripsi

Pernyataan/Pertanyaan

Frekuensi

Jawaban

STS TS N S SS

1 2 3 4 5

1. Produk Kamera Sony Alpha mudah di dapatkan

2. Opini konsumen terhadap kamera Sony Alpha baik

3. Produk kamera Sony Alpha memiliki nilai yang baik dimata konsumen

4. Merek Sony Alpha merupakan merek dengan nilai yang baik

5. Saya lebih memilih membeli kamera Sony Alpha dibanding produk lainnya

6. Kamera Sony Alpha memberikan nilai kepuasan terhadap konsumen

4. Produk kamera Sony Alpha memiliki tingkat kesesuaian produk sesuai dengan yang diiklankan

5. Kamera Sony Alpha memiliki material yang berkualitas dan tahan lama

6. Kerusakan yang terjadi pada kamera Sony Alpha mudah untuk di perbaiki

7. Produk kamera Sony Alpha memiliki pilihan warna dan design yang menarik

8. Kamera Sony Alpha memiliki citra produk yang baik

Page 108: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

93

Attachment 2

Brand Image Variable (X1)

No BI1 BI2 BI3 BI4 BI5 BI6 BI7 BI8 BI9 Total

1 5 3 5 4 3 5 4 4 3 36

2 5 3 3 3 4 5 3 5 4

35

3 3 4 5 5 5 5 3 5 3

38

4 4 5 4 4 3 4 3 3 3

33

5 4 3 4 5 5 5 5 5 4

40

6 5 4 4 5 3 5 5 5 4

40

7 3 4 4 5 4 4 4 3 5

36

8 5 4 5 5 4 5 3 4 5

40

9 3 4 4 4 3 3 3 3 3

30

10 4 3 5 4 4 3 3 3 5

34

11 3 3 3 4 4 4 3 3 3

30

12 3 4 4 4 5 3 3 4 5

35

13 4 5 5 5 5 5 5 5 4

43

14 4 5 5 5 4 3 5 5 5

41

15 3 3 4 4 4 3 3 4 3

31

16 4 4 5 3 4 3 3 3 5

34

17 4 5 3 4 5 4 4 4 4

37

18 4 3 4 4 4 4 3 3 3

32

19 4 4 4 4 4 3 3 4 4

34

20 4 3 3 3 4 3 3 3 4

30

21 2 4 4 4 3 2 3 4 3

29

22 3 4 4 4 4 4 3 4 3

33

Page 109: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

94

23 2 2 2 2 3 4 4 3 3

25

24 4 3 4 4 3 4 3 3 3

31

25 4 3 4 4 4 4 4 4 4

35

26 4 4 4 3 3 3 4 3 3

31

27 3 2 3 2 3 3 3 3 3

25

28 3 3 2 3 2 3 2 3 3

24

29 3 3 3 3 2 3 3 3 3

26

30 1 3 3 3 2 2 3 3 3

23

31 5 4 3 3 2 5 5 3 4

34

32 3 3 4 4 4 3 4 3 3

31

33 5 4 4 4 5 4 5 3 5

39

34 3 3 3 3 4 3 3 3 3

28

35 3 5 3 3 4 3 5 4 5

35

36 4 4 5 5 4 4 4 4 5

39

37 4 3 3 3 3 4 3 5 2

30

38 3 3 4 4 4 3 4 3 3

31

39 5 4 5 3 5 3 2 5 2

34

40 3 3 3 3 4 3 3 3 3

28

41 4 5 5 5 4 4 4 5 5

41

42 5 4 3 3 4 4 4 3 3

33

43 3 3 2 5 3 3 4 3 3

29

44 3 3 3 3 3 3 4 4 3

29

45 4 5 4 4 4 3 5 4 3

36

46 3 3 3 3 3 3 4 4 3

29

Page 110: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

95

47 4 3 3 4 5 5 4 4 4

36

48 4 3 3 3 3 3 3 3 3

28

49 5 4 4 4 4 3 5 4 4

37

50 4 3 3 3 3 3 3 3 3

28

51 4 4 4 4 4 4 4 4 2

34

52 3 3 3 4 3 3 3 3 3

28

53 2 2 2 3 3 2 2 3 3

22

54 3 3 3 3 2 2 3 3 2

24

55 2 2 2 2 3 3 3 3 2

22

56 3 2 2 2 3 3 2 3 2

22

57 2 3 3 3 3 2 3 3 2

24

58 3 3 3 3 2 2 2 3 3

24

59 2 2 3 2 1 1 2 2 3

18

60 3 3 2 2 3 2 3 2 2

22

61 3 2 2 2 1 1 3 3 2

19

62 2 3 3 3 2 2 1 3 3

22

63 3 3 2 3 3 1 2 2 3

22

64 3 3 3 2 2 2 3 2 3

23

65 3 1 1 1 2 2 2 1 1

14

66 1 1 2 2 2 2 1 1 1

13

67 1 1 2 1 1 2 2 1 1

12

68 2 2 2 1 1 2 2 2 1

15

69 1 1 2 2 2 1 2 2 2

15

70 2 2 2 2 2 1 1 1 2

15

Page 111: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

96

71 3 1 2 1 1 1 2 2 2

15

72 1 2 1 2 2 2 2 1 1

14

73 1 1 1 2 1 2 2 1 1

12

74 2 1 1 2 2 2 1 2 2

15

75 2 1 1 1 2 2 2 1 2

14

76 1 1 1 2 2 2 1 1 1

12

77 1 1 2 2 1 1 1 2 1

12

78 1 1 2 1 1 2 1 2 1

12

79 2 2 2 1 2 1 2 2 1

15

80 2 2 2 1 1 1 1 1 1

12

81 1 2 2 2 1 1 1 2 2

14

82 5 5 4 4 4 5 5 4 5

41

83 4 4 4 5 2 5 5 5 4

38

84 4 4 4 1 3 2 4 4 4

30

85 4 5 3 4 3 4 2 2 4

31

86 4 4 5 4 4 2 3 3 4

33

87 4 4 4 3 3 3 3 3 4

31

88 4 4 5 5 5 4 5 5 4

41

89 3 3 4 4 4 3 3 3 4

31

90 4 4 5 5 4 5 4 4 3

38

91 5 5 4 5 4 4 5 4 4

40

92 5 4 5 5 4 4 4 2 4

37

93 4 5 5 5 4 5 5 4 4

41

94 5 5 3 4 5 3 5 4 5

39

Page 112: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

97

95 4 4 5 3 2 4 2 2 4

30

96 5 5 4 4 4 4 4 4 4

38

97 5 3 5 5 5 5 5 5 5

43

98 5 5 2 5 4 5 5 4 5

40

99 5 4 3 5 4 4 4 5 4

38

100 5 3 4 5 5 5 4 4 5

40

Customer Value (X2)

NO CV1 CV2 CV3 CV4 CV5 CV6 CV7 CV8 Total

1 3 3 4 3 3 4 4 5 29

2 4 4 4 5 4 4 3 3

31

3 3 3 3 3 4 3 3 3

25

4 3 4 3 4 3 3 4 3

27

5 3 5 3 3 5 5 4 3

31

6 3 4 3 4 4 4 4 5

31

7 3 3 3 3 3 3 4 3

25

8 3 3 3 4 4 4 4 3

28

9 3 4 4 3 5 5 3 4

31

10 4 5 3 4 3 3 3 4

29

11 4 4 3 3 3 3 4 3

27

12 5 3 5 5 5 5 4 5

37

13 3 4 3 4 3 3 3 3

26

14 3 4 4 4 3 5 5 3

31

15 4 3 4 3 4 3 3 3

27

Page 113: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

98

16 5 4 4 4 5 4 4 5

35

17 4 4 3 4 4 4 5 3

31

18 3 4 3 3 3 4 3 4

27

19 4 3 3 3 4 4 4 4

29

20 3 4 4 2 4 4 4 4

29

21 3 4 4 3 4 4 2 2

26

22 4 3 4 3 4 4 4 3

29

23 3 4 4 3 2 3 3 3

25

24 4 3 4 2 3 4 4 4

28

25 3 3 4 4 3 4 3 3

27

26 3 4 3 3 4 3 4 4

28

27 3 3 2 3 3 2 3 3

22

28 3 1 3 3 3 3 3 3

22

29 3 2 1 2 3 3 3 3

20

30 3 3 3 3 3 2 3 3

23

31 3 4 3 3 4 5 4 4

30

32 4 4 4 3 4 4 3 3

29

33 3 4 4 5 3 3 3 4

29

34 4 4 4 4 5 3 5 4

33

35 5 4 4 3 2 5 3 3

29

36 5 3 4 3 3 5 4 4

31

37 3 4 2 3 4 4 4 3

27

38 4 4 3 4 4 3 3 4

29

39 4 4 3 4 4 4 5 5

33

Page 114: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

99

40 5 3 3 3 4 3 3 3

27

41 4 3 4 3 3 3 3 3

26

42 5 3 3 5 4 3 5 3

31

43 5 4 5 3 5 4 5 5

36

44 4 5 4 5 3 4 4 5

34

45 3 3 4 3 3 3 4 3

26

46 4 3 3 3 3 3 3 3

25

47 3 3 4 5 4 4 3 3

29

48 5 4 5 4 4 4 5 4

35

49 3 3 5 3 3 3 3 4

27

50 3 4 3 4 3 3 4 4

28

51 4 5 3 5 3 3 3 5

31

52 3 3 3 3 2 2 2 3

21

53 3 3 2 3 2 3 3 2

21

54 2 2 2 3 2 2 3 3

19

55 3 3 2 1 2 2 3 3

19

56 2 2 5 3 3 2 2 2

21

57 3 3 2 2 3 3 3 2

21

58 2 2 2 3 3 2 3 2

19

59 3 3 3 1 2 3 3 3

21

60 2 2 2 3 2 3 2 3

19

61 2 2 3 2 3 3 2 2

19

62 3 3 3 2 2 3 3 3

22

63 2 2 2 2 3 3 3 3

20

Page 115: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

100

64 3 3 3 2 2 3 3 3

22

65 1 1 2 5 1 2 2 2

16

66 2 2 1 2 1 2 2 1

13

67 1 1 5 2 2 1 1 1

14

68 2 2 1 1 1 2 2 2

13

69 1 1 2 5 1 1 2 2

15

70 2 2 1 1 2 2 2 2

14

71 1 1 1 2 2 2 1 1

11

72 2 2 3 2 1 1 1 2

14

73 1 1 1 2 2 2 1 1

11

74 2 2 2 1 2 1 1 1

12

75 2 2 2 4 1 1 1 3

16

76 1 1 1 1 1 1 2 2

10

77 2 2 5 1 2 2 2 1

17

78 2 2 1 1 1 1 2 2

12

79 1 1 1 2 2 2 2 1

12

80 2 2 1 5 1 2 2 3

18

81 1 1 3 2 1 1 2 2

13

82 4 4 4 5 5 5 4 4

35

83 5 5 4 2 4 4 4 5

33

84 5 5 4 5 3 4 5 5

36

85 4 4 3 3 3 4 5 2

28

86 4 4 4 3 4 2 3 4

28

87 4 4 4 3 3 3 4 4

29

Page 116: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

101

88 5 4 3 5 5 4 4 5

35

89 4 4 3 3 3 4 4 4

29

90 4 5 5 5 4 5 1 4

33

91 4 4 5 3 4 5 1 5

31

92 4 1 2 3 4 3 5 3

25

93 5 4 5 4 4 4 5 4

35

94 5 5 5 5 4 2 5 2

33

95 4 4 2 5 5 4 4 5

33

96 5 5 5 3 4 2 5 5

34

97 4 4 3 3 3 5 3 4

29

98 5 4 4 3 5 5 5 4

35

99 4 4 5 5 5 4 5 5

37

100 4 4 5 5 5 4 4 5

36

Product Quality (X3)

1 5 5 5 3 4 5 4 5 36

2 5 5 3 4 4 5 3 5 34

3 5 5 5 4 4 3 5 4 35

4 4 5 4 3 4 5 4 4 33

5 5 5 5 5 4 5 4 5 38

6 5 5 5 5 4 5 4 5 38

7 4 4 4 4 4 5 4 3 32

8 5 4 4 4 4 4 4 4 33

9 4 4 4 4 4 4 3 4 31

10 4 5 4 5 4 5 5 5 37

11 5 5 4 5 5 3 4 4 35

Page 117: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

102

12 3 3 3 4 4 4 4 4 29

13 5 3 4 3 4 3 3 5 30

14 4 3 4 3 4 3 3 4 28

15 3 3 3 4 4 3 4 4 28

16 5 3 5 3 4 3 5 5 33

17 4 5 4 3 4 5 3 4 32

18 3 2 4 4 4 2 4 3 26

19 3 4 3 4 4 4 4 4 30

20 3 3 3 2 3 3 4 3 24

21 3 3 4 3 4 3 3 4 27

22 4 2 2 3 4 3 4 4 26

23 4 4 4 4 4 4 4 4 32

24 4 3 5 3 4 3 4 4 30

25 4 3 3 4 4 3 4 4 29

26 4 4 4 4 4 4 4 3 31

27 3 3 3 2 3 3 3 2 22

28 3 2 2 3 3 3 3 3 22

29 3 3 3 2 1 3 3 3 21

30 2 3 3 3 3 3 3 3 23

31 4 4 4 4 4 3 4 3 30

32 5 4 5 4 4 5 4 5 36

33 4 5 5 4 4 5 4 4 35

34 4 4 5 4 4 3 4 4 32

35 4 2 3 3 4 4 4 3 27

36 4 4 5 3 3 5 3 4 31

37 4 5 4 5 4 5 4 5 36

38 5 5 5 4 5 5 5 5 39

39 5 4 5 5 5 4 5 5 38

40 5 5 5 4 5 5 5 5 39

41 5 5 5 5 5 5 5 5 40

42 5 5 5 5 5 5 5 5 40

43 5 5 5 5 4 5 5 5 39

44 5 4 5 4 3 4 5 5 35

45 5 5 5 4 4 5 5 5 38

46 5 5 5 5 5 5 5 5 40

47 5 5 5 5 5 5 5 5 40

48 5 5 5 5 5 5 5 5 40

49 4 5 4 3 4 5 3 4 32

50 5 5 5 5 5 5 5 5 40

51 5 5 5 5 5 5 5 5 40

52 5 5 5 5 5 5 5 5 40

Page 118: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

103

53 5 5 5 5 4 4 5 5 38

54 5 5 3 5 3 2 4 5 32

55 5 5 5 5 5 5 5 5 40

56 5 5 5 5 5 5 4 5 39

57 5 5 5 5 4 4 5 5 38

58 5 5 5 5 5 5 5 5 40

59 4 5 5 5 2 2 4 3 30

60 5 5 5 5 4 4 2 5 35

61 5 5 5 5 4 3 5 5 37

62 3 4 3 2 4 4 4 4 28

63 4 4 4 3 4 5 4 5 33

64 4 4 5 4 4 4 4 4 33

65 5 5 4 4 3 4 4 4 33

66 5 5 5 5 5 5 5 5 40

67 4 5 5 5 2 3 3 5 32

68 5 5 4 4 5 5 5 4 37

69 5 5 5 5 4 2 5 5 36

70 5 4 4 4 3 3 4 4 31

71 5 5 5 5 5 5 5 5 40

72 3 4 4 5 5 2 4 4 31

73 3 4 4 4 4 4 4 4 31

74 5 5 5 5 5 5 5 5 40

75 5 4 3 2 3 2 2 1 22

76 5 5 5 5 4 5 5 5 39

77 5 5 5 5 5 5 5 5 40

78 5 4 5 5 4 5 4 5 37

79 5 5 5 5 4 4 5 4 37

80 5 5 5 3 3 4 5 3 33

81 5 5 5 5 1 1 3 4 29

82 5 5 5 5 3 2 5 5 35

83 5 5 5 3 3 4 5 3 33

84 5 5 5 5 1 1 3 4 29

85 5 5 5 5 3 2 5 5 35

86 4 5 4 4 3 5 4 4 33

87 5 5 5 5 4 4 5 5 38

88 5 5 3 5 3 2 4 5 32

89 5 3 5 3 4 2 3 4 29

90 5 5 5 5 5 5 5 5 40

91 3 4 3 2 4 4 4 4 28

92 2 5 5 2 4 1 5 5 29

93 2 5 5 2 3 3 5 5 30

Page 119: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

104

94 4 5 5 4 2 4 5 5 34

95 4 5 5 4 4 4 5 5 36

96 4 5 5 4 4 3 5 5 35

97 1 5 5 1 4 3 5 5 29

98 4 5 4 4 3 4 5 4 33

99 3 2 2 3 3 2 2 2 19

100 4 4 4 4 5 4 4 4 33

Process of Purchase Decision (Y)

No PPD1 PPD2 PPD3 PPD4 PPD5 PPD6 Total

1 3 3 4 4 5 5 24

2 4 4 5 4 4 5 26

3 3 3 5 3 4 4 22

4 3 3 4 5 4 5 24

5 3 5 4 5 5 4 26

6 3 4 3 4 4 5 23

7 5 4 4 5 3 5 26

8 3 4 3 4 3 4 21

9 4 3 3 4 4 4 22

10 4 4 3 3 3 5 22

11 4 3 4 4 3 4 22

12 4 4 4 3 4 4 23

13 4 5 4 5 5 4 27

14 4 4 4 5 4 3 24

15 4 3 5 3 3 4 22

16 5 4 4 3 3 3 22

17 5 4 4 5 4 3 25

18 4 4 2 4 4 4 22

19 4 4 3 3 4 4 22

20 4 4 3 3 4 4 22

21 4 4 3 2 3 4 20

22 4 2 3 4 4 3 20

23 2 2 2 2 4 3 15

24 4 4 2 3 4 4 21

25 4 3 2 4 4 4 21

26 4 3 2 4 4 4 21

27 3 2 3 3 2 1 14

Page 120: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

105

28 3 3 2 2 3 3 16

29 1 3 3 3 3 3 16

30 3 2 3 3 3 3 17

31 4 5 4 4 5 4 26

32 5 4 5 3 3 3 23

33 5 5 2 3 4 5 24

34 5 4 3 2 5 3 22

35 5 2 3 3 2 5 20

36 5 4 4 3 5 4 25

37 3 5 5 4 4 5 26

38 3 3 2 3 5 4 20

39 4 5 4 4 2 5 24

40 4 5 3 3 5 5 25

41 3 3 4 4 4 4 22

42 4 5 3 4 5 5 26

43 5 4 3 3 3 2 20

44 3 2 2 3 4 5 19

45 3 5 4 3 4 3 22

46 5 2 3 4 3 5 22

47 5 4 3 1 3 3 19

48 3 4 2 3 4 5 21

49 5 3 2 5 4 3 22

50 4 4 3 1 4 4 20

51 2 5 2 2 3 5 19

52 3 3 2 3 3 2 16

53 3 3 3 3 3 2 17

54 3 2 3 3 2 3 16

55 3 3 2 2 2 3 15

56 3 2 3 3 3 3 17

57 2 3 2 3 2 3 15

58 3 2 2 2 2 2 13

59 2 2 2 2 3 3 14

60 2 1 3 2 3 3 14

61 2 3 3 3 3 3 17

62 3 3 2 3 3 3 17

63 3 2 3 1 3 3 15

64 2 2 2 2 3 2 13

65 1 1 1 2 2 2 9

66 1 2 3 1 1 1 9

67 2 1 1 2 1 2 9

68 1 1 2 1 2 1 8

Page 121: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

106

69 1 2 1 1 1 2 8

70 2 1 3 1 2 1 10

71 2 2 1 1 1 2 9

72 2 2 2 1 1 1 9

73 2 2 2 2 1 1 10

74 1 2 1 2 1 1 8

75 2 2 2 2 2 1 11

76 2 1 5 3 1 1 13

77 2 1 1 3 1 1 9

78 2 1 2 1 1 1 8

79 2 1 3 2 2 2 12

80 2 1 3 2 1 2 11

81 2 3 1 2 2 2 12

82 5 2 3 4 4 4 22

83 5 3 2 4 4 4 22

84 3 4 2 3 2 4 18

85 4 4 4 5 3 5 25

86 4 4 4 2 5 5 24

87 4 4 3 4 4 4 23

88 5 5 2 4 4 4 24

89 4 4 4 4 4 4 24

90 4 2 2 3 4 5 20

91 4 4 2 3 5 4 22

92 4 5 4 4 4 4 25

93 5 3 2 1 3 4 18

94 4 5 1 3 4 5 22

95 5 5 4 4 4 5 27

96 4 4 4 5 5 5 27

97 5 3 3 4 4 5 24

98 5 3 3 4 4 4 23

99 5 3 1 5 4 4 22

100 3 2 3 4 4 4 20

Page 122: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

107

Attachment 3

Correlations

BI1 BI2 BI3 BI4 BI5 BI6 BI7 BI8 BI9 BI_SU

M

BI1 Pearson Correlation

1 0.242

.440*

0.354

0.320

.608**

0.316

.376*

.398*

.670**

Sig. (2-tailed)

0.197

0.015

0.055

0.085

0.000

0.089

0.041

0.029

0.000

N 30 30 30 30 30 30 30 30 30 30

BI2 Pearson Correlation

0.242

1 .504**

.602**

.366*

0.097

0.307

.377*

0.351

.614**

Sig. (2-tailed)

0.197

0.005

0.000

0.047

0.611

0.099

0.040

0.057

0.000

N 30 30 30 30 30 30 30 30 30 30

BI3 Pearson Correlation

.440*

.504**

1 .674**

.438*

0.254

0.297

.394*

.433*

.719**

Sig. (2-tailed)

0.015

0.005

0.000

0.015

0.176

0.111

0.031

0.017

0.000

N 30 30 30 30 30 30 30 30 30 30

BI4 Pearson Correlation

0.354

.602**

.674**

1 .529**

.473**

.452*

.595**

.383*

.818**

Sig. (2-tailed)

0.055

0.000

0.000

0.003

0.008

0.012

0.001

0.037

0.000

N 30 30 30 30 30 30 30 30 30 30

BI5 Pearson Correlation

0.320

.366*

.438*

.529**

1 .426*

0.319

.540**

.519**

.723**

Sig. (2-tailed)

0.085

0.047

0.015

0.003

0.019

0.086

0.002

0.003

0.000

N 30 30 30 30 30 30 30 30 30 30

BI6 Pearson Correlation

.608**

0.097

0.254

.473**

.426*

1 .433*

.536**

0.094

.648**

Sig. (2-tailed)

0.000

0.611

0.176

0.008

0.019

0.017

0.002

0.622

0.000

N 30 30 30 30 30 30 30 30 30 30

BI7 Pearson Correlation

0.316

0.307

0.297

.452*

0.319

.433*

1 .555**

0.296

.633**

Sig. (2-tailed)

0.089

0.099

0.111

0.012

0.086

0.017

0.001

0.112

0.000

N 30 30 30 30 30 30 30 30 30 30

BI8 Pearson Correlation

.376*

.377*

.394*

.595**

.540**

.536**

.555**

1 0.271

.747**

Sig. (2-tailed)

0.041

0.040

0.031

0.001

0.002

0.002

0.001

0.148

0.000

N 30 30 30 30 30 30 30 30 30 30

Page 123: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

108

BI9 Pearson Correlation

.398*

0.351

.433*

.383*

.519**

0.094

0.296

0.271

1 .600**

Sig. (2-tailed)

0.029

0.057

0.017

0.037

0.003

0.622

0.112

0.148

0.000

N 30 30 30 30 30 30 30 30 30 30

BI_SUM

Pearson Correlation

.670**

.614**

.719**

.818**

.723**

.648**

.633**

.747**

.600**

1

Sig. (2-tailed)

0.000

0.000

0.000

0.000

0.000

0.000

0.000

0.000

0.000

N 30 30 30 30 30 30 30 30 30 30

*. Correlation is significant at the 0.05 level (2-tailed).

**. Correlation is significant at the 0.01 level (2-tailed).

Correlations for Customer Value

CV1 CV2 CV3 CV4 CV5 CV6 CV7 CV8 CV_SU

M

CV1 Pearson Correlation

1 0.068

.406* .366* .418* 0.233

0.262

.386* .615**

Sig. (2-tailed)

0.722

0.026

0.047

0.022

0.215

0.163

0.035

0.000

N 30 30 30 30 30 30 30 30 30

CV2 Pearson Correlation

0.068

1 0.192

0.277

0.218

0.286

0.155

0.108

.493**

Sig. (2-tailed)

0.722

0.308

0.138

0.246

0.126

0.414

0.569

0.006

N 30 30 30 30 30 30 30 30 30

CV3 Pearson Correlation

.406* 0.192

1 0.317

0.316

.559*

* 0.11

7 0.28

3 .658**

Sig. (2-tailed)

0.026

0.308

0.088

0.089

0.001

0.537

0.130

0.000

N 30 30 30 30 30 30 30 30 30

CV4 Pearson Correlation

.366* 0.277

0.317

1 0.236

0.262

0.156

0.137

.563**

Sig. (2-tailed)

0.047

0.138

0.088

0.209

0.161

0.409

0.471

0.001

N 30 30 30 30 30 30 30 30 30

CV5 Pearson Correlation

.418* 0.218

0.316

0.236

1 .587*

* 0.18

5 0.32

3 .677**

Sig. (2-tailed)

0.022

0.246

0.089

0.209

0.001

0.329

0.082

0.000

N 30 30 30 30 30 30 30 30 30

CV6 Pearson Correlation

0.233

0.286

.559*

* 0.26

2 .587*

* 1 .391* 0.33

7 .762**

Page 124: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

109

Sig. (2-tailed)

0.215

0.126

0.001

0.161

0.001

0.032

0.069

0.000

N 30 30 30 30 30 30 30 30 30

CV7 Pearson Correlation

0.262

0.155

0.117

0.156

0.185

.391* 1 0.332

.517**

Sig. (2-tailed)

0.163

0.414

0.537

0.409

0.329

0.032

0.073

0.003

N 30 30 30 30 30 30 30 30 30

CV8 Pearson Correlation

.386* 0.108

0.283

0.137

0.323

0.337

0.332

1 .592**

Sig. (2-tailed)

0.035

0.569

0.130

0.471

0.082

0.069

0.073

0.001

N 30 30 30 30 30 30 30 30 30

CV_SUM

Pearson Correlation

.615*

* .493*

* .658*

* .563*

* .677*

* .762*

* .517*

* .592*

* 1

Sig. (2-tailed)

0.000

0.006

0.000

0.001

0.000

0.000

0.003

0.001

N 30 30 30 30 30 30 30 30 30

*. Correlation is significant at the 0.05 level (2-tailed).

**. Correlation is significant at the 0.01 level (2-tailed).

Correlations for Product Quality

PQ1 PQ2 PQ3 PQ4 PQ5 PQ6 PQ7 PQ8 PQ_SU

M

PQ1 Pearson Correlation

1 .598*

* .626*

* .423* .514*

* .408* 0.35

1 .702*

* .808**

Sig. (2-tailed)

0.000

0.000

0.020

0.004

0.025

0.057

0.000

0.000

N 30 30 30 30 30 30 30 30 30

PQ2 Pearson Correlation

.598*

* 1 .546*

* .515*

* .366* .785*

* 0.26

4 .490*

* .828**

Sig. (2-tailed)

0.000

0.002

0.004

0.047

0.000

0.159

0.006

0.000

N 30 30 30 30 30 30 30 30 30

PQ3 Pearson Correlation

.626*

* .546*

* 1 0.32

6 .399* 0.30

3 .409* .488*

* .715**

Sig. (2-tailed)

0.000

0.002

0.079

0.029

0.104

0.025

0.006

0.000

N 30 30 30 30 30 30 30 30 30

PQ4 Pearson Correlation

.423* .515*

* 0.32

6 1 .629*

* .399* .447* .467*

* .723**

Sig. (2-tailed)

0.020

0.004

0.079

0.000

0.029

0.013

0.009

0.000

Page 125: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

110

N 30 30 30 30 30 30 30 30 30

PQ5 Pearson Correlation

.514*

* .366* .399* .629*

* 1 0.23

8 .381* .503*

* .672**

Sig. (2-tailed)

0.004

0.047

0.029

0.000

0.205

0.038

0.005

0.000

N 30 30 30 30 30 30 30 30 30

PQ6 Pearson Correlation

.408* .785*

* 0.30

3 .399* 0.23

8 1 0.11

4 .451* .681**

Sig. (2-tailed)

0.025

0.000

0.104

0.029

0.205

0.547

0.012

0.000

N 30 30 30 30 30 30 30 30 30

PQ7 Pearson Correlation

0.351

0.264

.409* .447* .381* 0.114

1 0.318

.531**

Sig. (2-tailed)

0.057

0.159

0.025

0.013

0.038

0.547

0.087

0.003

N 30 30 30 30 30 30 30 30 30

PQ8 Pearson Correlation

.702*

* .490*

* .488*

* .467*

* .503*

* .451* 0.31

8 1 .765**

Sig. (2-tailed)

0.000

0.006

0.006

0.009

0.005

0.012

0.087

0.000

N 30 30 30 30 30 30 30 30 30

PQ_SUM

Pearson Correlation

.808*

* .828*

* .715*

* .723*

* .672*

* .681*

* .531*

* .765*

* 1

Sig. (2-tailed)

0.000

0.000

0.000

0.000

0.000

0.000

0.003

0.000

N 30 30 30 30 30 30 30 30 30

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

Correlations for Process of Purchase Decision

PPD1 PPD2 PPD3 PPD4 PPD5 PPD6 PPD_SUM

PPD1 Pearson Correlation

1 .403* 0.205 0.304 0.040 0.193 .563**

Sig. (2-tailed)

0.027 0.277 0.102 0.832 0.306 0.001

N 30 30 30 30 30 30 30

PPD2 Pearson Correlation

.403* 1 0.243 .369* .372* .449* .725**

Sig. (2-tailed)

0.027 0.195 0.045 0.043 0.013 0.000

N 30 30 30 30 30 30 30

PPD3 Pearson Correlation

0.205 0.243 1 0.349 0.106 0.242 .580**

Sig. (2-tailed)

0.277 0.195 0.059 0.575 0.197 0.001

Page 126: THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/46113... · 2019-07-18 · vi ABSTRACT The purpose of this research is to analyze

111

N 30 30 30 30 30 30 30

PPD4 Pearson Correlation

0.304 .369* 0.349 1 .460* 0.305 .731**

Sig. (2-tailed)

0.102 0.045 0.059 0.010 0.102 0.000

N 30 30 30 30 30 30 30

PPD5 Pearson Correlation

0.040 .372* 0.106 .460* 1 .421* .589**

Sig. (2-tailed)

0.832 0.043 0.575 0.010 0.020 0.001

N 30 30 30 30 30 30 30

PPD6 Pearson Correlation

0.193 .449* 0.242 0.305 .421* 1 .672**

Sig. (2-tailed)

0.306 0.013 0.197 0.102 0.020 0.000

N 30 30 30 30 30 30 30

PPD_SUM Pearson Correlation

.563** .725** .580** .731** .589** .672** 1

Sig. (2-tailed)

0.001 0.000 0.001 0.000 0.001 0.000

N 30 30 30 30 30 30 30

*. Correlation is significant at the 0.05 level (2-tailed).

**. Correlation is significant at the 0.01 level (2-tailed).